Facebook advertisers love the idea of using the social network’s new anger, humor and other emoticon buttons to better target audiences, but they are :( that the company is not letting them do so right away.

The network, with 1.6 billion users, rolled out its new “Reactions” button earlier this month, which expanded the range of emotional responses far beyond the “thumbs up” known as “like.” Facial expressions tagged “love,” “haha,” “sad,” “angry” and “wow” now can be used to respond to a post.

But Facebook FB 0.23% will not differentiate between the responses to determine a user’s interests when it places ads and other posts in a customer’s news feed. All reactions will be counted as additional likes, meaning Facebook will assume that the user wants to see more similar content, even if the person responded with an “anger” emoticon.

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