The country enacted a one-month ban on the social network. The plan is to "identify users that hide behind fake accounts, users that upload pornographic images [and] users that post false and misleading information on Facebook."

The popular Facebook unit is positioning the feature as a way for users to further personalize their accounts, but it could spell trouble for marketers and their branded content partners.

By all appearances, Facebook is trying to clean up its act, and take a hard line against various platform abuses. A day after suspending some 200 suspicious apps, the company is showing off sizable moderation figures.

Unlike dating features and Facebook "subscriptions," avatars should fit nicely into Facebook's core offers. However, the test images look a lot like Snap avatars.

After more than a month of terrible press for Facebook, this year's F8 was supposed to be a modest affair. While light on controversy, the first day of the company's developer conference was anything but low-key.