Privacy, privacy, privacy – Facebook has seen all too many complaints, lawsuits and privacy concerns lately, but according to this, it’s only getting worst. As a poll by Microsoft’s Saikat Guha and Max Planck Institute for Software Systems’ Bin Cheng and Paul Francis reveals, Facebook advertisers can and already have detected gay users and angled their ads accordingly.

“The ads did change for the gay and lesbian users…If the advertiser in question also collects other data, such as Facebook ID, the info can be tied together without much thought, even if the user has not made that information public.”

An extraordinary amount of privacy issues have been uncovered lately in the world’s largest social-network, which is unquestionably not good PR for Facebook. Furthermore, despite of their official policy demanding advertisers to keep all of the data and information collected anonymous, nobody seems to fully enforce it – which is most definitely not good PR.

Facebook’s privacy issues recently uncovered by the Wall Street Journal, and perhaps even unprofessional advertisers’ scrutiny, had even raised concerns (and an official letter) all the way up to Congress. This combined with all of the new negative feedback, critiques, concerns and issues uploaded onto the web on a daily basis means one thing and one thing only – Facebook needs to change something, pronto. Advertiser satisfaction may be on the top of its mind, but without its core user base, there will absolutely no future revenue to rely on.