The implications of the filter bubble are manifold and people in the field have been talking about the phenomenon for a while. Yet, this is the first time that a broad audience became aware that something unusual is happening. Recent events, such as Brexit and the US elections, indicate that filter bubbles can be particularly worrisome as they amplify misinformation, or what became the latest ‘hot topic’ – the fake news. It is now up to those concerned to decide how to respond. Finding a right solution, however, is not an easy task.