A system, a method, and a computer readable media for identifying and rating a VU object in a virtual universe are provided. The method includes displaying first and second VU objects in a region of the virtual universe on a display device at a first time for a first user. The method further includes identifying the second VU object which modifies a view of the first VU object. The method further includes inputting first rating information associated with the second VU object that identifies a user perception of the second VU object. The method further includes inputting user view preference information indicating rating information for selecting VU objects to be displayed in the region of the virtual universe to the first user. The method further includes displaying the first VU object in the region of the virtual universe on the display device for the first user at a second time after the first time, while not displaying the second VU object based on both the first rating information associated with the second VU object, and the rating information of the user view preference information.