Techniques for affecting display of content may include receiving a request for content to supplement a response to an input initiated by a first user; outputting first content in response to the request, where the first content includes a control feature that is displayable along with the first content, and where the control feature enables the first user to register a negative reaction to the first content; obtaining information relating to the first content based on the negative reaction; identifying second content having one or more characteristics in common with the first content; identifying one or more second users having one or more characteristics in common with the first user; and using the information relating to the first content in determining whether to provide the second content to the one or more second users.