Belgian police have asked citizens to shun Facebook’s “Reactions” buttons to protect their privacy. In February, five new “Reaction” buttons were added next to the “Like” button to allow people to display responses such as sad, wow, angry, love and haha. According to reports, police said Facebook is able to use the tool to tell when people are likely to be in a good mood — and then decide when is the best time to show them ads. “The icons help not only express your feelings, they also help Facebook assess the effectiveness of the ads on your profile,” a post on Belgian’s official police website read.
“By limiting the number of icons to six, Facebook is counting on you to express your thoughts more easily so that the algorithms that run in the background are more effective,” the post continues. “By mouse clicks you can let them know what makes you happy. “So that will help Facebook find the perfect location, on your profile, allowing it to display content that will arouse your curiosity but also to choose the time you present it. If it appears that you are in a good mood, it can deduce that you are more receptive and able to sell spaces explaining advertisers that they will have more chance to see you react.”