“Peter” in this case is the Facebook user logged in to his account. The woman in the “Hot Singles” ad is his own wife. This isn’t an ad directly served by Facebook, but rather one from a third-party ad network that operates within the social network. Facebook does however use member photos in ads. You’re automatically opted-in by Facebook. That’s right, you have to actually go into your settings to turn this off. Your face may have already been used to advertise any number of things to the people on your friends-list. You can opt-out of being featured in ads by following these steps below:
Sign-in to your Facebook account and click Settings -> Privacy Settings -> News Feed and Wall -> Facebook Ads -> Appearance in Facebook Ads drop-down and click “No One.”
Online dating is one of the only verticals that seems to be working with Facebook advertising right now since you are able to filter out and target ads to users’ age, location, gender and whether they are married or single. In this case the advertiser didn’t mind advertising to married men since they do make up a good percentage of online dating site users anyways.