Correction: See our correction on the story below, here.

Coca-Cola, who was one of the charter advertisers when Facebook’s controversial ad program Beacon was announced earlier this month, is taking a rain check for now, even after the social network modified its program yesterday. “We have adopted a bit of a ‘wait and see’ as far as what we are going to do with Beacon because we are not sure how consumers are going to respond,” said Carol Kruse, Coke’s VP of global interactive marketing, in an interview with NYT’s Bits Blog. Kruse said she could see good uses of Beacon, if it is on consumers’ terms.

Other advertisers include Comcast’s Fandango, IAC/i’s CollegeHumour.com, Blockbuster, (NYSE: BBI) Verizon (NYSE: VZ) and eBay. Would be interesting to see if anyone else follows suit…

Updated: Overstock.com suspended the Beacon program on Nov. 21, and as of Friday, hadn’t reinstated it, according to Mediapost. Also Travelocity, although touted by Facebook as a launch advertiser, was troubled enough by the program that it had not started using it as of Thursday.