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Like buttons as used by social networks on websites other than their own are often used as web beacons to track user activities for targeted advertising such as behavioral targeting combined with personally identifiable information, and may be considered a breach of Internet privacy.In June 2010, the American Civil Liberties Union, Center for Democracy and Technology, Center for Digital Democracy, Consumer Action, Consumer Watchdog, Electronic Frontier Foundation, Electronic Privacy Information Center, Privacy Activism, Privacy Lives, and Privacy Rights Clearinghouse sent an open letter to Facebook requesting that it "Do not retain data about specific visitors to third party sites that incorporate “social plugins” or the “like” button, unless the site visitor chooses to interact with those tools." Multiple governments have also launched investigations into the activity. Roberts of Hampton, Virginia fired several employees who had "liked" his rival's Facebook page during the sheriff's election.The like button was extended to comments in June 2010.After extensive testing and years of questions from the public about whether it had an intention to incorporate a "Dislike" button, Facebook officially rolled out "Reactions" to users worldwide on February 24, 2016, letting users long-press on the like button for an option to use one of five pre-defined emotions, including "Love", "Haha", "Wow", "Sad", or "Angry".

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In September 2013, a federal appeals court ruled that "likes" are a form of protected speech under the amendment, commenting that "On the most basic level, clicking on the 'like' button literally causes to be published the statement that the User 'likes' something, which is itself a substantive statement.

When loading a website that has the like button enabled, the user's web browser connects to Facebook's servers, which record which website was visited, and by what user.

The number of "likes" on Facebook can serve as a measurement of interest and/or popularity in a particular brand, product or personality, though there have also been reports of the "overblown importance" of likes.

These include patents filed in 1998 relating to Van der Meer's fledgling social network Surfbook, including, according to legal papers filed by the patent holder, the ability for users to approve data using a "like" button.

However, access to the rainbow reaction depends on location.

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