Mark Zuckerberg's Facebook admitted on Thursday it had hired a public relations firm to highlight supposed flaws in Google Inc's privacy practices but denied it had intended a smear campaign against the search giant.
* Facebook hired Burson-Marstellar to target Google
* Facebook says should have been more transparent
* PR firm offered to write anti-Google column for analyst
Facebook, which has taken privacy missteps of its own with users in the past, hired WPP owned PR firm Burson-Marstellar to focus attention on the use of consumers' personal information on Google Social Circles, one of Google's less known social networking features.
The revelation highlights the growing rivalry between Google, the world's leading Web search business, and Facebook, the largest social networking site with over a half a billion users globally.
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