With the help of algorithms, filter bubbles influence users choices and perception of reality by giving the impression that a particular point of view or representation is widely shared. Following the 2016 referendum of membership of the European Union in the United Kingdom and the United States presidential elections, this gained attention as many individuals confessed their surprise at results that seemed very distant from their expectations. The range of pluralism is influenced by the personalized individualization of the services and the way it diminishes choice.