Here Are All the Major Brands Not Advertising on Facebook

Many companies have joined the Stop Hate for Profit boycott campaign

fuzzy distorted blue surrounding a black circle that says bye
A handful of advertisers have committed to not spending on Facebook next month.
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Advertisers are putting money where their missions are.

In the past few days, a handful of brands—beginning with The North Face on June 19—are withdrawing their media dollars from Facebook, in a boycott over the platform’s policies on removing hurtful posts and misinformation. The Stop Hate for Profit boycott campaign was created by the Anti-Defamation LeagueColor of ChangeCommon Sense Media, Free Press, the NAACP and Sleeping Giants and has been picking up steam under the hashtag #StopHateForProfit.

If you haven’t been following along, here’s how we got here:

In a statement, a Facebook spokesperson acknowledged June 26 that the company has “more work to do.”

“We’ll continue to work with civil rights groups, GARM [Global Alliance for Responsible Media] and other experts to develop even more tools, technology and policies to continue this fight,” the company continued in its statement. By the end of the day on Friday, Facebook announced that it would label politicians’ posts that violated its rules.

In announcing their commitments to the campaign, these advertisers did not disclose how much money those spends represented in their broader marketing budget or whether they would continue to still use the company’s ability to target its users on third-party properties with the Facebook Audience Network (FAN), unless otherwise noted below.

In addition, some companies, like Unilever, only adjusted ad spends in the U.S. and some only removed ads from Facebook and not sister company Instagram.

In alphabetical order, here are the brands that have committed to ceasing their Facebook spending and the timelines they’ll do so. This post will be continuously updated.

Adidas, through July

Adidas and subsidiary Reebok will stop ads on Facebook and Instagram internationally through July. “Racist, discriminatory and hateful online content have no place in our brand or in society,” the company said in a statement to Adweek. The company did not immediately say whether it would continue to post organically or use FAN.

American Honda, through July

The U.S. auto brand said June 26 that it would stop running paid advertising on Facebook and Instagram during the month of July. “This is in alignment with our company’s values, which are grounded in human respect,” the company said in a statement. A spokesperson for the company said it would continue to post organically on both platforms during that time. It will also continue to use the platform’s insights from campaigns that ran before July.

Arc’teryx, through July

The Canadian outdoor clothing brand said on Twitter on June 23 that it was “proud” to support the Stop Hate for Profit campaign. “Facebook profits ‘will never be worth promoting hate, bigotry, racism, antisemitism and violence,'” the company tweeted.

The company will cease advertising internationally on Facebook and Instagram and will not use FAN. The media dollars will be donated to access to nature efforts through nonprofit Big City Mountaineers, which provides under-resourced youth with outdoor opportunities to have transformative experiences in the outdoors.

Beam Suntory, through July

The spirits giant told Adweek in an email on June 29 that it was joining the campaign and pausing paid ads on Facebook and Instagram. “We stand with all who are committed to the fight against hate speech, racism and prejudice,” the company said in a statement. “… We hope this collective action helps catalyze positive change and accountability, and we will evaluate our advertising approach beyond July as we await Facebook’s response.” The company did not immediately say whether it would continue to post organically or use FAN.

Ben & Jerry’s, through at least July

Ben & Jerry’s said in a June 23 statement on its website that it would not run ads on Facebook and Instagram during July. “We call on Facebook, Inc. to take the clear and unequivocal actions called for by the campaign to stop its platform from being used to spread and amplify racism and hate,” the company said. A spokesperson for the company told Adweek that Ben & Jerry’s will not pause organic posts, but will suspend all paid ads through FAN.

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