Facebook is seeing a growing boycott by advertisers unhappy with its handling of misinformation and hate speech, including its laissez-faire attitude toward recent posts from President Trump.
The effort gained traction earlier in June amid pressure from civil rights organizations like the National Association for the Advancement of Colored People and the Anti-Defamation League. Color of Change, one of the groups backing the boycott, said that nearly 100 advertisers have joined.
Many of the participants are small businesses, which make up the bulk of Facebook’s eight million advertisers. But recently, several large companies that spend millions of dollars a year on the platform have also distanced themselves. Some are also halting their advertising from Twitter and other social media sites, along with Facebook’s platforms.
Facebook spends billions of dollars a year to keep its platforms safe and works with outside experts to review and update its policies, the company said in a statement on Friday. But it added that “we know we have more work to do.”
Here is a list of some of the major advertisers that are limiting or stopping their advertising on Facebook, with estimates of what they spent last year in the United States from the advertising analytics platform Pathmatics.
The company, which owns the Adidas and Reebok brands, said on Monday that it would stop advertising on Facebook and Instagram globally for the month of July and would also develop guidelines for holding “ourselves and every one of our partners accountable for creating and maintaining safe environments.”
The spirits company, which owns the Jim Beam and Maker’s Mark brands, said on Sunday that it would stop all paid Facebook and Instagram advertising in the United States across its portfolio through July. The company said it would evaluate its post-July advertising strategy while waiting for Facebook to respond.
On Monday, the electronics retailer said it would join the boycott for the month of July, pulling ads from both Facebook and Instagram.
The beauty subscription service said on Friday that it would move advertising spending in July from Facebook and Instagram to other platforms and individual content creators, after steadily reducing its reliance on the social media giant over the past two years. Birchbox said it would continue to be active on its Instagram account.
The company known for its Greek yogurt said on Monday that it would stop all of its paid social advertising, saying on Twitter that it is its “duty to help change these platforms.”
The Clorox Company
The company, known for its disinfecting products as well as brands such as Burt’s Bees, Glad and Pine-Sol, said on Monday that it would stop spending on Facebook through December and shift its spending elsewhere. Hate speech on the platform “creates an increasingly unhealthy environment for people and our purpose-driven brands,” Clorox said on its website.
The beverage giant, another deep-pocketed advertiser, said on Friday that it would stop all paid ads on all social media platforms globally for at least 30 days. James Quincey, the chief executive, said in a statement that the company would use the time to reassess its advertising standards and policies and would let its social media partners know that “we expect greater accountability, action and transparency from them.” A Coca-Cola spokeswoman said that the company was not joining the official Facebook boycott.
The food giant, owner of brands like Duncan Hines and Pam, said on Monday that it was stopping all paid Facebook and Instagram advertising in the United States through the end of the year.
Denny’s said in a statement that Facebook “has not done enough to address” hate speech and disinformation. The restaurant chain said in a statement on Monday that it would stop all paid advertising on Facebook and Instagram on July 1, but will continue to post unpaid content.
The alcohol company said on Saturday that it would stop paying for advertising on all social media platforms starting on July 1 and “will continue to discuss with media partners how they deal with unacceptable content.”
The retailer said on Tuesday that it was suspending paid ads on Facebook and Instagram through July.
Edgewell Personal Care
The consumer products company, which owns more than 25 brands such as Schick, Banana Boat and Playtex, said on Monday that it had joined the boycott “to ensure that our communities are safe from the spread of hate speech” on Facebook and Instagram. Rod Little, the chief executive of Edgewell, said in a post on LinkedIn that the company was “more hopeful of forthcoming progress” after Facebook announced new labeling policies but said that “they alone are inadequate.” The company said it spends millions of dollars each month on Facebook and Instagram, where it will continue to post unpaid content.
The chocolate manufacturer said that it cut spending on Facebook and its platforms by a third for the rest of the year and was joining the boycott after telling Facebook earlier in June that it was displeased with the platform’s handling of hate speech. “Despite repeated assertions by Facebook to take action, we have not seen meaningful change,” Hershey’s said in a statement.
The automaker, which includes the Honda and Acura brands, said on Friday that it would withhold ads from Facebook and Instagram in July, “choosing to stand with people united against hate and racism.”
“Count us out, Facebook” the backpack maker wrote on Twitter on Friday. The company said it would stop advertising on Facebook and Instagram for the month of July.
Levi Strauss & Company
Jen Sey, the chief marketing officer of the clothing company, wrote a blog post on Friday criticizing Facebook’s “failure to stop the spread of misinformation and hate speech on its platform” and saying that “this inaction fuels racism and violence and also has the potential to threaten our democracy and the integrity of our elections.” Ms. Sey wrote that Levi Strauss would suspend advertising at least through the end of July, adding that “when we re-engage will depend on Facebook’s response.”
On Friday, the fitness apparel retailer voiced solidarity on Twitter with the boycott campaign and said that it was “actively engaging with Facebook to seek meaningful change.” A Lululemon spokeswoman said that the company would suspend paid ads on Facebook and Instagram.
The North Face
“We’re in. We’re out,” the retailer wrote on Twitter on June 19, saying that it will stop posting content and buying ads on Facebook through July, but will continue to put free posts on Instagram. The company spends more on Facebook than it does on any other platform besides Google.
The outdoor products company said on June 21 that it would immediately remove ads globally from Facebook and Instagram at least until the end of July, “pending meaningful action from the social media giant.” The retailer will continue posting unpaid content on Facebook, which it said is its second-largest paid advertising platform.
The crowdfunding site Patreon said on Monday that it would remove all ads on Facebook and Instagram “until significant action is taken by Facebook.” “Count us in,” the company wrote on Twitter, adding that it believes “in building safe communities for creators and their fans.”
The retailer said on June 19 that it was pulling all advertising from Facebook and Instagram in July.
The coffee chain said on Sunday that it would “pause advertising on all social media platforms while we continue discussions internally, with our media partners and with civil rights organizations in the effort to stop the spread of hate speech.”
The nonprofit organization, known for its anti-smoking and vaping campaigns, said on Monday that it would pause all paid advertising on Facebook and Instagram for the month of July. The organization, which tends to spend a third of its total marketing budget on social media, will continue to post unpaid content on the platforms.
The consumer goods giant, one of the biggest advertisers in the world, said on Friday that it would stop running ads on Facebook, Instagram or Twitter in the United States for at least the rest of 2020, citing a “polarized election period.” The company, which owns brands such as Dove and Lipton, said that “continuing to advertise on these platforms at this time would not add value to people and society.” Ben & Jerry’s, an ice cream brand owned by the company, said on Tuesday that it was joining the boycott.
John Nitti, the chief media officer of the telecommunications company, said in a statement on Thursday that it was “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.” Verizon is stopping both paid ads and unpaid posts.