From 13/11/13 Google starting using your recommendations and photos in search results from Google. In their press release Google say - "Google makes it easy for you to get great recommendations from your friends. For example, when you visit the Google Play music store, you may see that a friend has +1'd a new album by your favorite artist. When you search for a restaurant, you may see an ad including a 5-star review by another friend."
This is nothing new on the web with Facebook allowing advertisers to use recommendations as a way of marketing brands to a user's Facebook friends. Facebook did face fierce criticism as users cannot completely opt out of recommendations being used by advertisers. Facebook also came into to a lot of criticism that users under the age of 18 could be targeted in advertising. Google, noticing the issue about age also included this "If you are under 18, you may see shared endorsements from others but your own name and profile will not be paired with shared endorsements in ads and certain other contexts."
To summarise, Google are not doing anything new but what they have done is show how they are trying to build Google + as a community that can actually influence buying decisions online.