Lansons Communications head of digital Christian Mahne said: ‘The PR damage comes from the very public reversals Facebook is now considering, but on the other hand it is better off ditching a terrible policy than clinging on to it.
‘A classic case of being damned if you do and damned if you don't.'
Rocket Communications MD Pete Hendrick said: ‘From a PR perspective, Facebook simply needs to avoid grey areas around user privacy. It needs to clearly tell users what its current data policies and future plans are, and give individuals the choice to stay or leave.'
The backlash in the media is expected to prompt the site to readdress the policy issues.
A spokeswoman for Facebook said: ‘Users appreciate having precise and comprehensive controls, but want them to be simpler and easier to use.
‘We're listening to this input and incorporating it into innovations we hope to announce shortly.'
May 2010 Facebook fixes security flaw that allowed users to eavesdrop on the live chats of their friends
February 2009 Facebook returns to previous terms of service regarding user data following user complaints
May 2008 Canadian privacy group files a complaint against Facebook accusing it of violating privacy laws