The advertising industry has been recently rocked by the news that Facebook will finally introduce the long-awaited “dislike button”, a feature that will allow users to express their disapproval of specific posts. Is this really true?

Commenting on the news, Mark Zuckerberg recently said that the new button would allow people to empathize not criticize or “dislike”.
“People have asked about the ‘dislike’ button for many years, and probably hundreds of people have asked about this, and today is a special day because today is the day that I actually get to say we are working on it, and are very close to shipping a test of it (…) Not every moment is a good moment if you share something that’s sad like a family member passing away, it may not be comfortable to like that post (…) I do think it’s important to give people more options than liking it.”

Brands with armies of haters can therefore keep on sleeping safely, at least for now.