Posted by , . Filed under Bait and Switch.

As reported by Paul Adams (“Hey Nike, Get your crap out of my newsfeed”), in May 2010 Nike used a rather nefarious tactic of forcing users to click “Like” in order to see a World-cup football video. As a naïve user, “Like” doesn’t quite do what you’d expect – rather than just indicating to your friends that you like something, you are actually gives that thing permission to put content into your news feed (in this case, an advertisement). Savvy users have come to understand that clicking “like” can have this effect – however, this is some distance away from a user’s initial expectation.


First, users are required to click the “like” button in order to view the desired video

Clicking “like” causes this to appear in the user’s news feed.