Social networks and Internet advertisers are likely to face new restrictions on how they interact with children on the Web.

The Federal Trade Commission (FTC) is expected to announce Wednesday new rules that close loopholes that currently allow companies to gather information despite a 1998 law that was supposed to protect kids' online footprint.

The rules could affect popular features such as Facebook Inc.'s "Like" button, as well as new social networks for playing games on smartphones.

Websites aimed at children already have to get parental consent before gathering information—such as name and email address—from users under 13 years old.

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