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MANILA, Philippines (UPDATED) – A growing number of companies and advertisers took their ad business away from Facebook and Instagram in the past week, following a campaign called #StopHateForProfit.
Supported by the Anti-Defamation League, the National Association for the Advancement of Colored People, ColorOfChange, FreePress, and Sleeping Giants, #StopHateForProfit calls on advertisers to boycott Facebook in the wake of its earlier decisions not to stop hate speech from spreading on social media.
As of Wednesday, July 1, Sleeping Giants has listed at least 430 companies and advertisers joining the Facebook boycott, either directly or indirectly.
Following the backlash, Mark Zuckerberg and Facebook have taken some small steps in recent days, promising to ramp up efforts to curb hateful content on their services.
Here’s a list of some of the major advertisers which have paused spending on ads on Facebook or other social media platforms.
- Ben & Jerry’s – The ice cream maker “will pause all paid advertising on Facebook and Instagram in the United States” on July 1.
- The North Face, REI, and Patagonia – The 3 sports brands opted to support the #StopHateForProfit campaign by pulling their ads and not having further ads on Facebook and Instagram in July.
- Arc’teryx – Outdoor clothing brand Arc’teryx also joined in support of #StopHateForProfit, adding it was halting our global advertising with Facebook & Instagram until at least the end of July in support of the #stophateforprofit campaign & donating those dollars towards building more inclusive outdoors.”
- Eddie Bauer – In a tweet, Eddie Bauer said it would “suspend all paid ads on Facebook and Instagram through the end of July, effective immediately.”
- Upwork – Upwork is “hitting pause on hate with no Facebook advertising in July.”
- Verizon – John Nitti, Verizon chief media officer, said on June 25, “We’re pausing our advertising until Facebook can create an acceptable solution that makes us comfortable and is consistent with what we’ve done with YouTube and other partners.”
- Viber – Viber pulled all advertising from Facebook and Instagram on June 24, and will continue to remove “all Facebook technology from Viber’s own apps.”
- Mountain Equipment Coop. (MEC) – MEC said it “pulled our organic content and paid ads from Facebook and Instagram until the end of July.”
- Coca-Cola – Coca-Cola has not directly supported the initiative, but has instead opted to suspend ads on social media for at least 30 days to “reassess our advertising policies to determine whether revisions are needed.”
- Mozilla – Mozilla added its support for the initiative, but also noted it has “not advertised on Facebook and Instagram since March of 2018, when it became clear the company wasn’t acting to improve the lack of user privacy that emerged in the Cambridge Analytica scandal.”
- Unilever – Consumer giant Unilever, which includes brands like Ben & Jerry’s, Marmite, and Lipton Tea, said it has “taken the decision to stop advertising on Facebook, Instagram, and Twitter in the US.”
- The Hershey Company
- Levi’s (and Dockers) – Levi Strauss said it was joining the #StopHateForProfit campaign, pausing all paid Facebook and Instagram advertising globally and across all our brands to “hit pause on hate.” It will suspend advertising at least until the end of July, and will reengage depending on how Facebook responds.
- JanSport – The company said on Twitter it would “stop advertising on Facebook and Instagram for the month of July and join the fight for stricter policies that keep racist, violent, and hateful content from proliferating on these platforms.”
- Blue Shield of California – Blue Shield of California will suspend both advertising and all posts on Facebook and Instagram in July.
- Honda’s US division
- Habitat for Humanity – Habitat for Humanity “will pause all of our paid advertising on Facebook’s services in support of the #StopHateforProfit campaign,” it said in a tweet.
- Lululemon – Lululemon said it was supporting the #StopHateForProfit campaign and put a pause on its paid advertising on Facebook and Instagram.
- Adidas and Reebook – Adidas and subsidiary Reebok will suspend Facebook and Instagram advertising globally through the end of July. A CNBC report said the companies will “develop criteria to hold ourselves and every one of our partners accountable for creating and maintaining safe environments.”
- Best Buy – Best Buy said it will pause advertising on Facebook and Instagram starting July 1, with the pause holding tentatively through July.
- Chobani – Chobani said it will pause all its paid social advertising in support of #StopHateForProfit.
- Clorox – Clorox will stop its ads on Facebook and Instagram through December. The ad spend will instead go to other media. It will also stop spending on Facebook Audience Network.
- Ford – Ford announced it would suspend ads on social media for 30 days to evaluate its strategy and press efforts to “clean up” the digital ecosystem.
- HP – HP is “stopping U.S. advertising on the platform until we see more robust safeguards in place” though it didn’t indicate it was formally joining the #StopHateForProfit campaign.
- Microsoft – Microsoft reportedly suspended its advertising on Facebook and Instagram, but said that it had done so back in May – some time before the Facebook ad boycott gained momentum in late June. This was based on a report by Axios, which saw an internal chat script and was confirmed to be true by a source.
- Puma – Puma is “stopping all advertisements on Facebook and Instagram throughout July” in support of #StopHateForProfit.
- Starbucks – Starbucks announced on June 28 it would “pause advertising on all social media platforms” as they “continue discussions internally, with our media partners, and with civil rights organizations in the effort to stop the spread of hate speech.”
- Diageo – Beer and spirits producer Diageo said it would “pause all paid advertising globally on major social media platforms” beginning July 1. “We will continue to discuss with media partners how they will deal with unacceptable content.”
- Volkswagen – German car giant Volkswagen, which owns the Audi, Porsche and Skoda brands said, “Hate speech, discriminating comments and posts containing dangerous false information must not be published uncommented and must have consequences.”
- Lego – Danish toy maker Lego is halting all paid advertising on social media for a month.
For a more complete list, social media activism organization Sleeping Giants has a working document it updates regularly as more support comes in. – Rappler.com