A 'Like' icon at the Facebook main campus in Menlo Park, California. AFP/Robyn Beck
It will see ads placed into users news feeds regardless of whether they have ''liked'' the firm.
According to a report by TechCrunch, these tests are part of new department within the firm set up to deliver ads to web and mobile users.
The new system would let firms simply pay for an ad to be displayed without having to first attract 'fans' to its site.
A Facebook spokesperson told TechCrunch that the new service would make it easier for businesses to reach more people.
“We want to be thoughtful about how we introduce ads in news feed, so we have limits in place to ensure that people''s news feeds are not filled with advertising,” the spokesperson added.
According to the paper, the latest plans could anger users who believe the site already has too many ads.