In the days of traditional media, be it print, radio, or television, every consumer of a product received the same information. However, with the transition to the online world, personalization, tailoring information to the individual’s interests, became a possibility. Starting with the advent of personalized search (Pitkow et al., 2002) , which was introduced by Google as a feature of its search engine in 2004, interest-based advertising and personalized news became both features, improving the relevance of the information to a specific user, and ethical problems – how can information only I receive influence me? The issue is even more complicated when talking about social media and personalized news – how can we ensure algorithms are transparent and indiscriminate? The present research is focused on bringing to attention possible ethical dilemmas and solutions to filter bubbles brought on by news personalization.