(Wall Street Journal) — The rivalry between Google Inc. and Facebook Inc. has a new front: privacy. Facebook said it would roll out new controls for sharing personal information on the social network on Thursday, giving its more than 750 million users new tools to manage who can see information about them. The company plans to move a number of privacy controls—which previously required navigating to a separate settings page—to users’ homes pages and profile pages, next to where they view and post content. Facebook and other social networks have at times been criticized for designs that lead users to inadvertently share information with a wider audience than they intended. Many Facebook users have hundreds or thousands of friends, and some have have urged the company to make it easier to target smaller groups when posting information.