The rules of engagement have changed

Quietly.

It took a blogger to notice that Facebook had re-written the terms of social networking on their site.

The blogosphere was abuzz Monday after a popular consumer affairs blog pointed out changes to Facebook’s terms of use that the social networking Web site quietly made earlier this month. The issue of who controls the data posted to the site is a massive gray area that continues to evolve as Internet companies and consumers shape social norms on how to define trust in the digital age and share their lives through new technology.

Under both the old and new rules, members grant Facebook a license to use content “on or in connection with the Facebook Service or the promotion thereof.” But the revised agreement eliminates language saying this license would “automatically expire” if content were removed from the site.

So, what does this mean?

“They’re saying, ‘Once data gets in our database, we can do whatever we want with it,’ ” said Eric Goldman, associate professor and director of the High Tech Law Institute at the Santa Clara University School of Law.

That’s huge, and it was a stealth move.

Suzie White, Facebook’s corporate counsel for commercial transactions, announced on the company’s official blog Feb. 4 that the site was updating its terms of use. But Facebook didn’t send out a mass notification asking users to sign off on the changes. And White’s brief post, which didn’t call attention to the content license, went unnoticed.

Then, on Sunday, the Consumerist blog, which is owned by the publisher of Consumer Reports, warned readers of the changes by describing the revised policy as “We Can Do Anything We Want With Your Content. Forever.”

Complete control. Forever. Get your mind around that, social networkers.