Anthony Ditirro doesn’t like USA Today. Well, that’s slightly inaccurate: he’s got nothing bad to say about the US newspaper. It’s just that he claims he never Liked the brand on Facebook, so was shocked when alerted by a friend that they’d seen a Facebook advert claiming that he had.


If you spotted a class-action lawsuit coming, have 10 points: Gigaom has said Ditirro is suing Facebook claiming that the social network is flouting state and federal privacy and publicity rights laws, and seeking at least $750 in damages for himself and every other user affected. For Facebook’s part, the company says “the complaint is without merit and we will defend ourselves vigorously”.

Watch the case closely: if Ditirro succeeds in proving he didn’t explicitly Like USA Today, the spotlight will fall on other areas where people either didn’t or don’t remember signing up for a brand’s updates.

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