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August 30, 2008 11:52:29 AM CDT

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Backlash Forces Facebook to Retool Beacon

Posted Nov 29, 07 7:54 AM CST in Technology,  Business 

(Newser) – Facebook execs are pondering changes to the unpopular Beacon advertising platform after massively negative feedback, reports Business Week, and an announcement on "evolving" it could come as soon as today. Users are threatening mutiny over the tool, less than a month old, that tells their friends all about their purchases from other sites—a service many view as an invasion of privacy.

"If I wanted to share something with my friends, I'm pretty sure I could tell them myself," one groused. Another complained that a Christmas gift surprise was spoiled after purchases were publicized. It's possible to opt out of the service, but users say the little instruction box is easy to miss and users must opt out each time Facebook wants to pass on information.

Sources BusinessWeek, WebProNews

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Facebook Co-Founder Dustin Moskovitz. Facebook chiefs have gone into emergency talks after angry users complained about the "Beacon" advertising platform.   (Getty Images)
Facebook has been a massive hit, but users feel that "social networking" shouldn't extend to letting all your friends know about all your online purchases.   (KRT Photos)
Facebook.com's mastermind Mark Zuckerberg smiles at his office in Palo Alto, Calif. Any change to the "Beacon" advertising tool will mean Facebook will have to find a new way of justifying its $15 billion...   (Associated Press)
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