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  • Top 104 of '06

Facebook members have forced the social networking site to change the way a controversial ad system worked.

More than 50,000 Facebook users signed a petition calling on the company to alter or abandon its Beacon advertising technology. When Facebook users shopped online, Beacon told friends and businesses what they looked at or bought. Many considered the data sharing to be an intrusion that exposed them to more scrutiny than was comfortable.

In response to the demands, Facebook's 55 million members will have more control over whether data about what they do online is used for Beacon.

Before the changes, Beacon was an "opt out" system and many complained that they missed the chance to avoid using it when it was introduced in early November. Now Beacon will be an "opt in" system that only tracks data if explicit permission is granted to Facebook to do so.

Facebook apologized for its actions via a letter on its website. "We're sorry if we spoiled some of your holiday gift-giving plans," read the letter. "We are really trying to provide you with new meaningful ways, like Beacon, to help you connect and share information with your friends."