Facebook has altered its News Feed so that promotional posts won’t be as prominent soon in response to complaints about the practice, according to a Facebook blog update.

“As part of an ongoing survey we asked hundreds of thousands of people how they feel about the content in their News Feeds,” the blog post stated. “People told us they wanted to see more stories from friends and Pages they care about, and less promotional content.”

Don’t worry, Facebook users: the company has no plans to increase the number of paid ads to compensate, it will simply show fewer of the promotional posts, according to the Los Angeles Times.

The promotional posts which show up on a person’s news feed are called “organic posts” and they allow individuals and companies to write on a wall something that they want their fans to see. However, Facebook found that they feel too promotional to users, in three ways: they push people to buy a product or download an app, they try to get people to sign up for sweepstakes without any context, and they often simply repost content from ads.

Facebook said the change was about giving people “the best Facebook experience possible and being responsive to what they have told us.”

The move will certainly be a painful one for businesses that rely on promoted content, essentially using Facebok pages as free ads. But Facebook believes businesses can compensate with a more focused campaign to boost in-store sales or app downloads — or, just pay Facebook for more ad space.

Facebook said that it discovered that people weren’t really bothered by the ads, but the promoted content was more intrusive. The company noted that it has quality controls for the number of ads a person sees, but not so with promoted content.

The changes should take effect in January. Competition for prominent placing on the News Feed is high, and will increasingly crowd out those promotional posts, according to Facebook.

The majority of Facebook pages will not be impacted by the change, the company added.