The social networking site facebook is making it easier for people to find each other online.
However, privacy advocates warn that the new face-recognition technology could be used to track people down, and dive into their personal details without their permission.
This has raised the concerns of the European Union regulators, and several privacy organisations in the United States. They have filed a complaint to the country’s Federal Trade Commission.
So far the social networking CEO Mark Zuckerberg has said little in response to the new concerns.
Al Jazeera's Imran Garda reports from Washington DC.