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 League, Color of Change, Common 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:
- Anonymous industry insiders started the grassroots movement
- The tides turned when civil rights groups got behind the effort
- Why this boycott is different
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.
Danone, indefinitely
Food company Danone is pausing international advertising on Facebook and Instagram, the company told Adweek July 1. While the pause begins July 1, Danone said it will continue until the company feels the two social platforms meet its standards and provide safe environments. The company is not joining the formal boycott, but it “has become clear to us that more needs to be done to combat hate speech and drive sustained systemic change at the industry level,” Gemma Hart, vp of communications and community affairs, Danone North America, said in a statement. The company did not immediately say whether it would continue to post organically or use FAN.
Denny’s, through July
The breakfast chain joined the boycott on June 29, saying it would stop running Facebook and Instagram ads through July. “It is our belief that Facebook has not done enough to address this important issue on its platform and we are calling on Facebook to make positive changes to its process for combatting hate speech and disinformation,” the company said in a statement to Adweek.
Denny’s won’t advertise in third-party apps through Facebook Audience Network, but will continue posting organically on Facebook and Instagram.
Diageo, beginning July 1
The alcohol company, which oversees brands including Smirnoff, Bailey’s, Guinness and Johnnie Walker, said June 27 that it would stop its paid social media advertising efforts internationally beginning July 1 across all major platforms, including Facebook, Instagram and Twitter. “Diageo strives to promote inclusion and diversity, including through our marketing campaigns,” the company said in a tweet. The company does not use FAN.
Eddie Bauer, through July
The clothing company committed to the cause in a Twitter post on June 23, ditching paid ads on Facebook and Instagram during July. It will continue to post organically on the site but not run ads using FAN, a spokesperson confirmed.
Edgewell Personal Care, beginning July 1
The personal care company—with brands including Schick, Wet Ones and Playtex—said June 29 that it would join the boycott and not run ads on Facebook or Instagram, including FAN. The timeline on the boycott is “open-ended.”
“While Mark Zuckerberg’s recently announced changes makes us more hopeful of forthcoming progress, they alone are inadequate in effectively addressing the spread of hate and misinformation,” said president and CEO Rod Little in a LinkedIn post. The company will continue to post organically on Facebook and Instagram.
Ford, through July
The automotive company will pause all national social media advertising in July to “to reevaluate our presence on these platforms,” the company said in a statement to Adweek on June 30. The company will still post organically. It did not say whether it would continue to use those platforms’ ad tech. “We are actively engaged with industry initiatives led by the Association of National Advertisers to drive more accountability, transparency and trusted measurement to clean up the digital and social media ecosystem.”
Habitat for Humanity, through July
The global nonprofit joined the cause, announcing its participation in a Twitter post on June 26. It said it will stop running paid advertising on all “Facebook’s services” during July. The company did not immediately say whether it would continue to post organically or use FAN.
The Hershey Company, through the end of 2020
In an email to Adweek, The Hershey Company said in a statement, first reported by CBS 21 News, “Earlier this month, we communicated to Facebook that we were unhappy with their stance on hate speech. We have now cut our spending on Facebook and their platforms, including Instagram, by a third for the remainder of the year. In addition, we will now join the #StopHateForProfit boycott.” The company did not immediately say whether it would continue to post organically or use FAN.
HP, indefinitely
In a statement on June 29, the tech company said it will remove all U.S. advertising from Facebook until “we see more robust safeguards in place.” The company also said it is “reviewing our social media strategy across all markets and platforms, and we will take additional actions as needed to protect our brand and combat hateful content.”
“This is not only the time to talk, it’s also the time to take some actions,” HP CEO Enrique Lores said in an interview with Yahoo Finance.
“This includes all Facebook properties including Instagram,” said a company spokesperson. “We are also ceasing organic posts and confirming that the action is U.S.-only at this stage.”
JanSport, through July
The backpack producer committed June 26 to not spending with the platform through the end of next month to “join the fight for stricter policies that keep racist, violent and hateful content from proliferating on these platforms,” the company said in a statement on Twitter on June 26. Taking the commitment a step further, the company said it would stop using FAN.
Kimberly-Clark, through July
The manufacturer, with personal care brands such as Kleenex, Cottonelle and Huggies, joined the effort, the company told Adweek on June 30. “Kimberly-Clark is committed to only engaging with media partners that support our values and meet our standards for safety, civility and tolerance,” the company said. It won’t advertise on all Facebook platforms in the U.S. and Canada. It won’t use FAN and is still considering whether to halt organic posts.
Kind Snacks, through July
The snack manufacturer is suspending all advertising on Facebook properties in the U.S. and across 32 countries, the company’s founder, Daniel Lubetzky, announced June 30. In a note to staff, Lubetzky who is also a board member of the Anti-Defamation League (ADL), said that Facebook had been overtaken by trolls and that its “algorithms exacerbate division.”
“This must change, for the sake of Facebook regaining its role as a trusted platform, and far more important, for the sake of society,” he said. The company did not immediately say whether it would continue to post organically or use FAN.
The Lego Group, through July
The toy manufacturer will pause all paid ad efforts across international platforms through July, the company said in a statement on June 30. Those marketing dollars will be spent elsewhere. “We are committed to having a positive impact on children and the world they will inherit,” said Julia Goldin, chief marketing officer, in a statement. “That includes contributing to a positive, inclusive digital environment free from hate speech, discrimination and misinformation.” The company did not immediately say whether it would continue to post organically or use FAN.
Levi Strauss & Co., through at least July
The denim clothing company said June 26 that it would suspend its advertising on Facebook and Instagram through at least the end of next month. “We want to see meaningful progress toward ending the amplification of misinformation and hate speech and better addressing of political advertisements and content that contributes to voter suppression,” the company said in a statement, calling Facebook’s efforts so far “not enough.” The company did not immediately say whether it would continue to post organically or use FAN.
Lululemon, through at least July
The athletic apparel company joined the campaign on June 26, pledging to halt paid advertising on Facebook and Instagram in a Twitter post. “As individuals, as leaders and as a company, we believe we all have a responsibility to create a truly inclusive society, and that includes using our brand and our voice to advocate for change.” The company did not immediately say whether it would continue to post organically or use FAN.
Magnolia Pictures, through at least July
The Hollywood studio joined the effort June 23. “We are seeking meaningful change at Facebook and the end to their amplification of hate speech,” the company said in a Twitter post. The company did not immediately say whether it would continue to post organically or use FAN.
The North Face, at least through July
The clothing company said June 19 in a Twitter post that it would stop posting or running ads on Facebook and Instagram at least until the end of July.
“We’re all living in a cultural moment of pain. We believe that normal is not good enough, and we all need to drive positive change immediately,” Steve Lesnard, global vp of marketing for The North Face, said in an interview with Adweek. The company did not immediately say whether it would continue to post organically or use FAN.
Patagonia, through at least July
The clothing brand said on June 21 in a Twitter post that it would pull its ads “pending meaningful action from the social media giant.” The company did not immediately say whether it would continue to post organically or use FAN.
Patreon, indefinitely
The crowdfunding website said it would immediately remove all ads from Facebook and Instagram on June 29. In a statement on Twitter, the company said the boycott would last “until significant action is taken by Facebook.” A spokesperson for Patreon said the company would not suspend organic posts or advertising on FAN, though.
Pfizer, through July
The pharmaceutical company committed to the boycott on June 29, saying it would remove all advertising from Facebook and Instagram for the month of July. In a statement, the company said it intends to “continue a dialogue directly with Facebook, to emphasize how these issues impact our ability to advertise on the platform and hope that we can be a part of a solution that addresses these issues.” Pfizer will continue to post organic content and will not use Facebook products during July, including FAN.
Puma, through July
The clothing and accessories maker joined the boycott June 29, saying in a tweet that they would pause advertising on Facebook and Instagram. The company did not immediately say whether it would continue to post organically or use FAN.
Rakuten Viber, indefinitely
The messaging software company said June 25 that it would sever its entire business relationship with Facebook and remove all properties indefinitely, including Giphy, the GIF library it recently acquired; Facebook Connect, its single sign-on application; and Facebook SDK, its suite of software tools.
REI, through July
The company said June 19 in a Twitter post that it prioritized “people over profits” when it joined the effort. The company will still post organically and did not immediately say whether it would use FAN.
SAP, indefinitely
The software company said on June 29 that it would join the boycott. As part of a wide-ranging statement about the company’s commitment to racial justice, SAP said it would suspend all paid ads on Facebook and Instagram “until the company signals a significant, action-driven commitment to combating the spread of hate speech and racism on its platforms.” SAP will continue to post organic content and will pause use of FAN.
Starbucks, through July
Starbucks will cease advertising across all major social media platforms. “We believe more must be done to create welcoming and inclusive online communities, and we believe both business leaders and policymakers need to come together to affect real change,” the company said in a statement on June 28. Starbucks told NBC News that its decision is not part of the Stop Hate for Profit campaign. The company will continue to publish organic posts.
Target, through at least July
The retailer will pause Instagram and Facebook for the month, after which time it will “use that time to reevaluate our plans for the remainder of the year,” the company told Adweek in a statement on June 30. The company did not immediately say whether it would continue to organically post on those sites or use FAN.
Unilever, through the end of 2020
The CPG giant is cutting its U.S. ad spend on Facebook and Twitter through the end of this year. “Continuing to advertise on these platforms at this time would not add value to people and society,” the company said in a statement June 26. The company did not immediately say whether it would continue to post organically or use FAN.
Upwork, through July
“We’re out too,” tweeted the recruiting company’s CEO, Hayden Brown on June 19. The company will continue to post organically, but will not continue to use FAN or advertise on Facebook or Instagram.
“As the world’s largest on-demand remote talent platform, we are committed to building a safe and inclusive space for companies and professionals,” the company later said in a statement.
Vans, through July
The footwear and clothing brand said June 29 that it would join the boycott, pausing ad spends on Facebook and Instagram through July. Those marketing dollars will be spent to “empower and uplift the Black community,” the company said in a statement. “As a brand founded in the belief we are a people company, supporting our communities has always lived at the core of everything we do,” said Carly Gomez, vice president of marketing, Americas at Vans, continued. The company did not immediately say whether it would continue to post organically or use FAN.
Verizon, through July
The company told CNBC that it would pull its ad dollars from Facebook and Instagram on June 25. The company did not immediately say whether it would continue to post organically or use FAN.
White Castle
The fast-food chain said July 1 that it would join the boycott and pause paid advertising on Facebook and Instagram. “We look forward to engaging with you on a safer platform where everyone can come together, feel accepted, and be treated equally,” the company said in a statement on Twitter. The company did not immediately say whether it would continue to post organically or use FAN.
White Claw Hard Seltzer, beginning July 1
The adult beverage company, along with sister brand Mike’s Hard Lemonade, is pausing advertising efforts on Facebook, Instagram and Twitter beginning July 1, the company said June 30. “We are committed to fostering a diverse and inclusive community and do not tolerate hate speech, racism or violence,” White Claw told Adweek in a statement. The companies will not post organically or use FAN.
—Adweek staffers including Sara Jerde, Scott Nover, Nicole Ortiz, Paul Hiebert, Diana Pearl, David Griner and Ryan Barwick contributed reporting to this article.
