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User revolt causes Facebook to change adverts

A protest by more than 50,000 Facebook members has forced the social networking site to change the way a controversial ad system on the site works. They were upset that the Beacon system would tell friends and businesses what they looked at or bought.
Because many of the users felt the data sharing was an invasion of privacy, they signed a petition calling upon Facebook to alter or abandon the advertising technology.

As a result of the protest the 55 million members will now have more control over whether data about what they do online is used.

Prior to the changes Beacon operated on an "opt out" system and Facebook members complained that they had missed the chance to do so when it the service was introduced in early November.

Beacon will now use an "opt in" system that only tracks data if explicit permission is granted to Facebook to do so.

The activist site MoveOn was a prominent force behind the protest and set up the petition to gather signatures on November 20.

Adam Green, a spokesman for MoveOn said: "It also says a lot about the ability of internet users to band together to make a difference."

The social-networking giant apologised for its actions via a letter on its website which said: "We're sorry if we spoiled some of your holiday gift-giving plans. We are really trying to provide you with new meaningful ways, like Beacon, to help you connect and share information with your friends."

However the issue of the Beacon system could continue to trouble Facebook in the future.

Currently two web user rights groups, the Electronic Privacy Information Center and the Center for Digital Democracy, are believed to be compiling a complaint to the US Federal Trade Commission over the matter.

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<a href="http://www.pulsewebhosting.com/news/user-revolt-causes-facebook-to-change-adverts/146/" title="User revolt causes Facebook to change adverts">User revolt causes Facebook to change adverts</a> Published Date: 2007-11-30 14:46:19

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