If a Facebook user clicks 'No, thanks' on the partner site notification, Facebook does not use the data and deletes it from its servers.
On December 1, Facebook's credibility in regard to the Beacon program was further tested when it was reported that the New York Times "essentially accuses" Mark Zuckerberg of lying to the paper and leaving Coca-Cola, which is reversing course on the program, a similar impression. also claimed in a November 29, 2007 blog post that Facebook collected data from affiliate sites even when the consumer opted out and even when not logged into the Facebook site.
When a Facebook user takes a Beacon-enabled action on a participating site, information is sent to Facebook in order for Facebook to operate Beacon technologically.
With this kind of personal information having the potential to seriously harm individuals, the method has been described by users as a presumptuous, dictatorial move and an offensive invasion of privacy by Facebook.
Other popular websites have only asked for verification of identities through an e-mail confirmation link, or in some cases, a cellular phone text message confirmation.
The first of the new features, News Feed, appears on every Facebook member's home page, displaying recent Facebook activities of the member's friends.