Facebook has announced new features allowing users to control how other sites and apps send data to the social network.

The company says it wants to make so-called 'off-Facebook activity' more transparent, with the new tools initially being made available in Ireland, South Korea and Spain before being rolled out globally.

They give the example of an online shopping website sending information to Facebook about someone on a particular device looking at a certain type of shoes.

If the device information matches a Facebook account, the data is then used on the social network to display ads for the shoes in question.

Facebook says users will now be allowed to see and control the data that other apps and websites share.

It will allow users to clear existing information from their account, or choose to "disconnect" future off-Facebook activity from their account.

Users can manage all their activity at once or instead opt to block individual services.

However, clearing the data will remove identifying information rather than deleting the data entirely.

In a statement, Facebook explained: "If you clear your off-Facebook activity, we’ll remove your identifying information from the data that apps and websites choose to send us.

"We won’t know which websites you visited or what you did there, and we won’t use any of the data you disconnect to target ads to you on Facebook, Instagram or Messenger."

The company acknowledges the changes "could have some impact on our business", but claims it believes "giving people control over their data is more important".

According to Facebook, those using the new tool might see some sites they don't recognise - suggesting this could be because a friend or family member visited the site on the same phone or computer.

The roll-out of the new feature is the latest change by Facebook in the wake of a series of privacy controversies, including the Cambridge Analytica scandal.