Social networking site Facebook has apologised for the bad memories its new 'Year in Review' feature stirred up in people who lost their close family members, friends and homes in 2014.
The automated feature brings to the user’s timeline a series of images and posts from 2014.
Facebook admitted that it may not have been the best idea after all, after a flurry of complaints flew in from parties.
“The app was awesome for a lot of people, but clearly in this case we brought him grief rather than joy,” said product manager for Facebook, Jonathan Gheller.
“We can do better — I’m very grateful he took the time in his grief to write the blog post,” he added.
Facebook members have also lashed out at the overly prominent nature of the feature, which is extremely difficult to ignore with its constant promotion and reminders.