The URLs, which are expected to be launched later this week, will point to a user's profile page, or a brand's fan page.
The changes will mean a user's profile URL will not longer be listed as a number (eg www.facebook.com/profile.php?id=arandomnumber), but will be a name or term of their choice (eg www.facebook.com/profile.php?id=joebloggs).
Trademark laws will protect brand names to a certain extent, although generic trademarked terms may be able to be used by competitors or member of the public.
Although some brands have been able to access vanity URLs since March, widespread changes will make it easier for brands to direct the public to Facebook fan pages in offline ad campaigns.
Facebook has allowed brands to target content by location within their fan pages.
Adidas Originals has created a ‘Your Area' tab on its page to give the user information on products, promotions or stores specific to their country.
It promotes Adidas's latest campaign, House Parties in each country as well as local promotions.
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