We live in the age of attention where businesses and businesses need to get a few seconds of our time to offer their products or services. They must do so in a very competitive environment as digital platforms have democratised communication and put their showcase within the reach of any user. The “negative bias” shows that negative news and topics capture more attention than positive ones and this does not go unnoticed by businesses, influencers, media and even certain political sectors. Basing your content on negative themes or with highly polarised hate speech, get attention from users. To this day: more attention, more billing opportunity. And it seems that we have reached the point that everything is worth to achieve it. The serious risk and consequence of not delimiting this dynamic is the number of negative impacts that citizens receive on a daily basis and their normalisation. A highly dangerous education and culture of hatred is taking place. The citizen thinks "If the referents use hatred with such normality... Why not me?" and replicate it in his environment. The change we seek to stop this culture of hatred inevitably passes by legislating in greater depth the limits of hateful or polarising content on platforms that profit from it such as social networks, public forums and media. Freedom of expression yes, but with respect as a basis.