Under pressure from users as well as advocacy groups, popular social networking web site Facebook has decided to change the way its Beacon advertising technology operates on the site.
The Beacon technology was intended to tell a user's friends when they shopped online for books, music and even rented a movie. Many users were aghast at this intrusion of privacy and Moveon.org joined the chorus of protests against this move.
Advertisers like Fandango.com, Overstock.com and Blockbuster had joined Facebook's Beacon system. However MoveOn launched a petition urging Facebook users to sign up.
"It also says a lot about the ability of internet users to band together to make a difference," said Adam Green, a spokesman for MoveOn.
Facebook bowed to this pressure and decided that Beacon will now be a strictly "opt in" service. Users must grant permission if Beacon can scan their profiles or not.
In a letter posted on its website, Facebook apologized for its action. "We're sorry if we spoiled some of your holiday gift-giving plans," the post read. "We are really trying to provide you with new meaningful ways, like Beacon, to help you connect and share information with your friends."
MoveOn said this move by Facebook as a victory for users and hoped it would have a ripple effect in the social networking arena so users' privacy is guarded at all times.
