Facebook Users Complain of New Tracking

Facebook CEO and founder Mark Zuckerberg speaks to press and advertising partners in New York, in this November 6, 2007 file photo. Two weeks after announcing a new marketing program with much fanfare, the online hangout Facebook is facing complaints from some users who were surprised to find information about their online purchases added to their personal news feeds. (AP Photo/Craig Ruttle, file) (Craig Ruttle - AP)

In some cases, companies can buy an ad next to the feed item with the friend's photo. Although Fandango didn't do that, Mayer, 28, still found Beacon unsettling.

"If my identity is going to be used to promote something for someone else, that seems problematic," said Mayer, who was previously employed in online advertising. "It could be a misrepresentation of my purchases."

Fandango officials referred inquiries to Facebook, which issued a statement defending its practices. Facebook officials have also said advertising supports the free service.

"Beacon gives users an easy way to share relevant information from other sites with their friends on Facebook," the statement said. "Information is shared with a small selection of a user's trusted network of friends, not publicly on the Web or with all Facebook users. Users also are given multiple ways to choose not to share information from a participating site, both on that site and on Facebook."

Users are able to decline sharing on a site-by-site basis, but can't withdraw from the program entirely.

On Wednesday, Facebook launched a mechanism for users to indicate what types of news feeds they like and dislike. Individuals could possibly use that to lower the frequency of marketing items, though the company has said they won't be able to reject them completely.

Liberal advocacy group MoveOn.org formed a protest group Tuesday and had more than 6,000 members by Wednesday. The group is calling on Facebook to stop revealing online purchases and letting companies use names for endorsements without "explicit permission."

"We want Facebook to realize that their users are rightly concerned that private information is being made public," MoveOn spokesman Adam Green said, adding that Facebook could quell concerns by seeking "opt in" consent rather than leaving it to users to "opt out" by taking steps to decline sharing.

Facebook user Nate Weiner, 23, said he uses a tool for the Firefox Web browser called BlockSite, which he says prevents sites from sending data to Facebook.

"What if you bought a book on Amazon called 'Coping with AIDS' and that got published to every single one of your friends?" he said.