If you’re not clear about the difference between WordPress actions and filters, you may end up breaking the page layout of WordPress – maybe days, months, or even years after you’ve written and implemented a new filter hook. The difference can be difficult for new developers to grasp – after all, hooking an action or filter runs your code, either way, right? Well, yes, it does, but filters can be executed several times, in different locations as the webpage is being built (header, body, footer, etc.), and even in the admin back-end. But more importantly, filters do not send anything to the webpage! Filter hooks receive their data / text as an argument, and then “return” the modified (or original) data / text at the end. They do not use “echo”, “print”, “printf”, etc. – they should not send anything to the webpage. If you need to output something directly to the webpage, use an action – that’s what they’re for. ;-)