When Should Brands Return to Facebook Advertising?

Companies participating in the boycott are in a tough position


Facebook is halfway through a far-reaching advertiser boycott designed to last until the end of July, a standoff that could extend if the company doesn’t meet the organizers’ demands to clean up the spread of hate speech and misinformation on its platforms.

It puts big-name brands participating in the boycott in a precarious position; there’s no easy answer for when they should return their ad dollars to those channels.

Before they do, brands have to consider the demands of advocacy groups and regular consumers, as well as the risk of giving up the very targeting tools that are best used to reach them.

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