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.

“This issue isn’t going to go away on August 1,” spokesperson Laura Peterson said in a statement. “We need and expect Facebook, Inc. to respond to the demands of the #StopHateForProfit campaign. We will follow the lead of our partners behind the campaign.”

Birchbox, through July

The makeup company said in an Instagram post on June 26 that it would cease advertising on Facebook and Instagram during July. Birchbox told Adweek it would reallocate its ad dollars to “other platforms” to “support more individual content creators.” The company will not run ads through FAN, but will continue to post organically on the platform.

Campbell Soup Company, through at least August

The company is suspending social media activity including organic posts and paid advertising on Facebook, Instagram and Twitter. “The consumer experience on these social platforms has become increasingly divisive, and we will use this time to reevaluate our advertising standards and association with these platforms to ensure that our brands are not in environments that promote bias, racism or hatred of any kind,” the company told Adweek in a statement on June 30. Campbell didn’t immediately say whether the company will continue to use FAN.

Chipotle, through at least July

“We will continue to be part of the solution to fight systemic racism and create inclusive communities,” Chris Brandt, chief marketing officer at Chipotle, told Adweek in a statement. The company will cease advertising on Facebook and Instagram. The company will continue to post organically, but did not say whether it would continue to use FAN.

Chobani, through July

“Action over advertising,” the company tweeted on June 29, announcing its decision to cease paid advertising on all social channels. The company will still post organically on Facebook and Instagram during July but will not use FAN that month.

The Clorox Company, through the end of 2020

The company will cease spending on Facebook and Instagram, the company said on June 29. “As a people-centered company committed to our values, we feel compelled to take action against hate speech, which we believe will increase through the balance of the year,” Stacey Grier, CMO of The Clorox Company, said in a statement. Grier added that the company will maintain its ad spend but “shift to other media.” The company will not use FAN.

Coca-Cola, through late July

The Coca-Cola Company said in a June 26 statement it will pause all paid social media advertising for the next 30 days to “reassess our advertising policies to determine whether revisions are needed,” according to chairman and CEO James Quincey. Although it did not name any social media platforms in its statement, Quincey said Coca-Cola expects “greater accountability and transparency from our social media partners.”

Its decision is not part of the Stop Hate for Profit boycott campaign. The company did not immediately say whether it would continue to post organically or use FAN.

Conagra Brands, through the end of 2020

The packaged foods company, which includes Slim Jim, Duncan Hines and Vlasic, will stop advertising on Facebook and Instagram in the U.S. through the rest of the year. “We stand by our company values including broadmindedness and integrity and believe there is no place for hate, intolerance and racism in the world or on social media,” a spokesperson said in an email to Adweek on June 29. The company will post organically, but not use FAN.

Consumer Reports

The nonprofit will cease posting paid advertising efforts on Facebook and Instagram, the company told Adweek on June 30. “Facebook must step up and take meaningful action to stop the spread of misinformation and hate speech on its platforms,” it said in a statement. The company did not immediately say whether it would continue to post organically or use FAN.

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