Like it? Social Ads Turn Users Into Unwitting Endorsers

By: Jessica Guynn | Los Angeles Times

Candice Kilpatrick couldn't help but laugh when she came across a novelty item on Amazon.com: a latex horse's head with a bushy mane.

Knowing her friends would get a kick out of the mask too, she shared the link on Facebook.

Soon her friends began seeing an update from Kilpatrick on their Facebook pages that appeared as if Kilpatrick was encouraging them to buy the mask: "Good news everyone. These are 40% off today."