Google has updated its terms of service so that it can feature users’ names and photos in certain parts of its advertising, Daily Telegraph reports.

Google explained that user names and photos will be used for ‘shared endorsements’, which are small, one-line reviews displayed underneath a specific advert or listing on one of Google’s services.

For example, friends might see that a user rated an album 4 stars on the band’s Google Play page, or the +1 given to favorite local bakery could be included in an ad that the bakery runs through Google.

Under the new terms of service, whenever the user comments on, follows or +1 a page while logged in with the Google account, that content can then be used alongside relevant ads.

These endorsements will only be visible to the people that activity was originally shared with. Most content will therefore be restricted to a specific circle from Google+, although ratings and reviews posted on Google Play or Google+ Local will be visible to the wider public.

"Feedback from people you know can save you time and improve results for you and your friends across all Google services, including Search, Maps, Play and in advertising," Google said in a blog post. "This update to our Terms of Service doesn’t change in any way who you’ve shared things with in the past or your ability to control who you want to share things with in the future."

Users can control the use of their profile name and photo via the shared endorsements setting. If you turn the setting to “off,” your profile name and photo will not show up on any ads, according to Google.

The new terms, which only apply to users aged 18 or over, will come into effect on Nov 11, 2013.