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UNDATED (CBS) - Instagram, the photo-sharing website owned by Facebook, is backing away from a plan that would give advertisers more access to photos on the site. The new policy sparked a huge protest on social media.

Monday, the popular photo-sharing service Instagram announced changes to the way it shares user photos with advertisers.

In an update to its terms and conditions, Instagram said users would "...agree that a business or other entity may pay us to display your username, likeness, photos in connection with paid or sponsored content or promotions, without any compensation to you."

Gizmodo editor Joe Brown says, "What they can do is basically show your photos to other people. If this is something that makes you feel uncomfortable, well then it's something you should absolutely think about when you take a picture or if you want to take pictures at all."

The changes, which were to start mid-January, sparked a social media uproar. On Twitter, 'boycott Instagram' quickly became a trending topic with Instagram users vowing to delete their accounts and urging others to do the same.

The public outcry is not typical of the application's loyal fan base who use it to capture and share some of life's most personal and public moments. In November, an Instagram photo of Hurricane Sandy appeared on the cover of Time magazine.

Instagram co-founder Kevin Systrom says, "That's what I think is most powerful about what we're dong- You can take a photo, share it and have it instantly within seconds."

Since launching in 2010 the application has registered over 100 million active users. Last April, Facebook announced it was buying Instagram in a deal worth $1 billion. Brown says, "Instagram has got to make money they have to deliver on the promise to Facebook that they're worth these hundreds of millions of dollars."

But in an industry where reputation means everything, the company issued a swift response to the online revolt saying it would be reviewing the policies that had caused such a stir.

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