I am the new face of Windows 10 (and probably so are you).
It looks like Facebook is using people’s photos in connection with ads that make it look like a user somehow endorses or has something to do with the ad. Below the ad, it had another user (name removed) who apparently uses the Windows 10 Facebook app (I do not). That’s information leakage for the other user, who probably never intentionally consented to letting people know what OS or type of application they’re using.
Be very wary of these ads, they in no way are any more trustworthy than any other ad, and by their very nature are deceptive.
It’s one interesting use of your personal information that has been explicitly talked about for ages in terms of how their privacy docs can indeed be used against you. Consider this the first wave of contextually deceptive ads. More to come!
How does this impact someone on their smart phone? Beyond becoming a spokesperson for a brand without your knowledge, the reduced screen real-estate and lack of tools like link previewing by hovering over the link makes it even easier to fall for predatory advertising. Be careful out there!