To reach a middle ground in these opposing views, the core-developers made the opcode OP_RETURN a valid opcode to be used in a bitcoin transaction, which allows 80 arbitrary bytes to be used in an unspendable transaction. A good explanation of this can be found here:
Later in February 2014, the bytes count was reduced from 80 to 40 bytes. This change is documented in the link below. Note that in this pull discussion we learn that no more than one output with OP_RETURN can be included in a single transaction: