Palo Alto, Calif. - The Facebook online social network on Wednesday announced that it will make its controversial Beacon marketing feature completely optional for the service's 55 million members.

Palo Alto, Calif. - Responding to user feedback and criticism from public policy groups including MoveOn.org, the Facebook online social network late on Thursday announced changes to its Beacon service, which will now require users to click "OK" before news of their recent purchases from partner retailers are announced to their friends on the service.

New York - Online social network Facebook may alter its controversial new "Beacon" service, which alerts members' friends when they make purchases at certain partner sites, Businessweek.com reports. Since the feature was introduced earlier this month, some users have complained that Beacon is an invasion of privacy, and in some instances has unwittingly alerted members to holiday gift purchases from family or friends.