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I don't think demographic restrictions is anything new for FaceBook, they're just tweaking it for alcohol usage purposes.

My original presence there was to raise awareness for my safety and security products. I wanted to interact with potential customers and help folks stay a little safer but I've noticed advertisements on my profile page that are definitely geared for my age and social demographic.

I think they're just on top of the current news and want to be there when things change. Not a bad idea. I just wish they weren't so eager to help put alcohol into the hands of young adults if things do actually change.