Starting January, Facebook users will see fewer promotional posts in their News Feeds. The social network has announced it will phase in a new algorithm in response to overwhelming suggestion that the ads were unwanted.

According to Engadget, the change is being implemented following a survey of thousand of users conducted by Facebook developers. They found users wanted to see less of the promotional posts, which prompt them to buy a product or install an app, enter contests or sweepstakes. Also eliminated will be posts that “reuse the exact same content from ads.”

Individual and business pages that are no considered spam will not be filtered out, Engadget reported.

The decrease in promotional posts may result in a boost to Facebook’s advertising revenue as the company said in a blog post that pages with promotional content “should expect their organic distribution to fall significantly over time.”

TheInquirer.net reports this means that companies will need to buy ad space on Facebook – located on the far right of the news feeds on users’ pages – to draw visitors to their pages.

Facebook did point out that there won’t be more ads than usual. “This change will not increase the number of ads people see in their News Feeds,” according to the blog post. “The idea is to increase the relevance and quality of the overall stories – including Page posts – people see in their News Feed.”

Facebook this week announced that users in the United Kingdom will have more control about which ads they view.