Facebook's new ad program, Beacon, hasn't gotten the warm reception the company might have hoped for as MoveOn.org and some of the social network's users have rejected the idea of their online purchases being disclosed via News Feeds. According to a story in BusinessWeek, executives at Facebook are in discussions to make significant changes to the controversial program.

While Facebook has maintained that users concerned about privacy could easily opt out of Beacon, the backlash has only grown in strength, with MoveOn.org joining forces with Facebook users to criticize the new ad program.

Facebook, which has seen its share of user revolts, most significantly when the site launched News Feeds last year, initially downplayed the protests. But now it seems a change could be in the works as early as today, according to an anonymous source cited by BusinessWeek.

Facebook executives were said to be "in deep talks over proposed changes late into the afternoon on Nov. 28," BusinessWeek reporter Catherine Holahan wrote.