Facebook has admitted it has "missed the mark" with its privacy controls and will be revealing simpler features in the next few weeks.
Facebook is looking to reassure users their
privacy is secure
The social network's chief executive Mark Zuckerberg made the admission in a column published in The Washington Post.
"Sometimes we move too fast and after listening to recent concerns we're responding," he said.
Mr Zuckerberg's remarks are his first public comments since new features added to Facebook last month sparked criticism from privacy and consumer groups.
The changes, which include the ability for partner websites to incorporate Facebook data, prompted claims that they compromise the member's privacy.
Mark Zuckerberg
"Simply put, many of you thought our controls were too complex.
"Our intention was to give you lots of granular controls; but that may not have been what many of you wanted. We just missed the mark."
The 26-year-old Facebook CEO added: "We have heard the feedback. There needs to be a simpler way to control your information.
"In the coming weeks, we will add privacy controls that are much simpler to use. We will also give you an easy way to turn off all third-party services."
He also stressed that Facebook does "not share your personal information with people or services you don't want" and does "not give advertisers access to your personal information".
"We do not and never will sell any of your information to anyone," Mr Zuckerberg said, adding that Facebook will always remain a free service.
His column came a day after he acknowledged in an email exchange with a popular technology blogger, Robert Scoble, that the social network had made "a bunch of mistakes."