About face
Web 2.0, Internet Marketing
30 November 2007
The social networking site, Facebook, has changed its advertising policy after pressure from users.
Previously the site's advertising function had operated an 'opt out' policy, where users were asked to declare when they did not want to take part. An online petition was started against this method and the site has agreed to reverse the system.
Adam Green, a spokesman for Moveon.org who started the petition, said "it would be a significant step in the right direction".
"It also says a lot about the ability of internet users to band together to make a difference," the Associated Press reported him saying.
Beacon, Facebook's advertising system, is already embedded in a number of websites. When a user makes a purchase, the site communicates this to Facebook and the user's social networking friends.
Marketers hope this process can help spread information about their brand through word of mouth advertising (WOM).
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