Just days after Facebook launched its new advertising campaign, users have started complaining about the invasion of their privacy and the unwelcome broadcasting of their buying habits on the social networking site.
Users have discovered that if they buy things online, that information is being shared with their friends and family via their Facebook news feeds.
This is all part of the new campaign that Facebook launched this month whereby its 50-million members become advocates for the products they buy online.
It is selling the concept to advertisers by encouraging them to get "word-of-mouth promotion for your business" to Face book users.
About 40 Web sites have decided to embed a free tool from Facebook, known as a Beacon, to enable the feeds to users' Facebook profiles.
The idea is that if users see a friend buy or do something, they'd take that action as an endorsement for a movie, a band or a soft drink.
However, some users have found it distasteful and want Facebook to stop it.
They are able to turn it off themselves, but most users haven't even seen the tool that would allow them to.
It's a small box that appears in the corner of a user's Web browser the first time they conclude an online transaction at one of the retailers who have bought into the campaign.
This box tells users the information about their purchase will be shared with Facebook unless the click on the "no thanks" option – if no action is taken within about 20 seconds, it assumes consent and disappears.
Users are given a second option to opt out the next time they log on to Facebook, but many say they didn't notice that alert either.
The upshot of the new campaign is that a user's friends will be alerted whenever they buy a product from an advertiser – regardless of what the purchase is.