Facebook has been forced to alter the way it runs its Beacon advertising system after thousands of users signed a petition protesting about the recently launched service.
The protests centred on the fact that the system sends messages to a user's Facebook friends about purchases they have made on e-commerce websites such as Amazon.
The social network has since made changes to the system, claiming it will no longer inform others about the internet activities of its 50m users without gaining explicit approval each time.
A number of big-name brands contacted by Marketing, including Topshop and Coca-Cola, said they were unfazed by the consumer backlash against the commercialisation of Facebook.
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