Facebook Inc., which is based in Menlo Park, Calif., began paying more attention to its privacy controls and reputation as it matured into one of the world's best-known companies. The scrutiny has intensified since Facebook became a publicly traded company seven months ago.
Some of the upcoming changes reflect Facebook's ambition to establish its website as a digital scrapbook that will contain key moments spanning many decades of its users' lives.
The new photo-reviewing tool is designed to make it easier for someone to flag old pictures that might not seem as cool as they once did. For instance, a Facebook user who didn't mind being shown quaffing beer from a keg as an 18-year-old in college might not feel comfortable having that image publicly available as a 30-year-old looking for a job or starting a family.
Facebook rarely will remove a photo on its own, but one of its new features helps users ask a friend who posted the image to take it down.
Facebook is reshuffling its privacy controls the same week that it revoked its users' right to vote on changes to the social network's privacy policies. Lessin said the timing is purely coincidental.