I suspect you are misremembering either a real story about an advertiser using someone's photo without permission or rumours based on it that occasionally become popular.

An advertiser once, against the FB terms of service, used a user's profile picture in their advertising. The advertiser was banned from the platform. Here's a news story that might jog your memory on this: http://mashable.com/2009/07/17/facebook-dating-ads-2/