Privacy regulators are investigating claims that Facebook failed to seek the consent of its users before allowing researchers to manipulate their emotions via news feed meddling.

The Register asked the office of the UK's Information Commissioner if it planned to investigate Facebook, following widespread criticism of its motives.

"We're aware of this issue, and will be speaking to Facebook, as well as liaising with the Irish data protection authority, to learn more about the circumstances," a spokesman told us.

It comes after Forbes claimed the Mark Zuckerberg-run company had tweaked its data usage policy four months after it allowed researchers to dig deep into the online thoughts of nearly 700,000 Facebookers to see if their emotions could be manipulated based on which posts they were served.