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More brands join the advertising boycott against Facebook

The advertising boycott arose in response to Facebook’s neutral position regarding the hate speech that occurs within the platform.

Coca-Cola announced that it will withdraw the brand’s advertising from all social platforms worldwide for 30 days, and although it indicated that it would not be part of the  boycott against Facebook , it said it would use this time to reevaluate its advertising policies. James Quincey, the chief executive of the Coca-Cola Company,  told CNBC that he expected “greater accountability and transparency from our social media partners.”

The soft drink is the most recent brand to announce its advertising break on social networks, since on the same Friday, June 26, Unilever announced that it will join the  boycott against Facebook , CNBC reported. However, unlike other companies, the company will also remove ads from Twitter for the remainder of the year.

“We have decided that from now until at least the end of the year, we will not publish ads on social platforms Facebook, Instagram and Twitter in the United States,” the company said in a press release on June 26. “Continuing to advertise on these platforms at this time is of no value to individuals or to society. We will be monitoring the situation and will revisit our current position if necessary,” he continues.

The boycott was organized by several civil rights advocacy groups who have encouraged advertisers to stop their advertising campaigns on the social network during the month of July in response to “Facebook’s repeated failure to meaningfully address the widespread proliferation of hate in their platforms, “says a press release posted on the Anti-Defamation League website.

“It is clear that Facebook and its CEO, Mark Zuckerberg, are no longer simply negligent, but accommodating in spreading misinformation, despite irreversible damage to our democracy. Such actions will alter the integrity of our elections as we move toward 2020, “said Derrick Johnson, executive president of the National Association for the Advancement of People of Color (NAACP).

Civilian groups supporting the #StopHateforProfit  (Stop Hate for Profits) campaign  argue that Facebook amplifies the voices of white supremacists, allows posts that incite violence, and does not stop “bad actors who use the platform to do harm.” .

On June 24, Verizon joined the  boycott against Facebook  and indicated that it would stop advertising on Facebook and Instagram until the social network “can create an acceptable solution that makes us feel comfortable.”

On June 23, Ben & Jerry’s ice cream parlor announced  that it would join the boycott and called on Facebook to “take more vigorous action to prevent its platforms from being used to divide our nation, suppress voters, encourage and fan the flames of racism and violence, and undermine our democracy. ”

That same day, the recording studio Magnolia Pictures announced its participation in the boycott and wrote on Twitter that: “In solidarity with the #StopHateForProfit movement, Magnolia Pictures has chosen to stop advertising on Facebook and Instagram, starting immediately, at least until the end of July. We are looking for a significant change on Facebook and the end of its amplification of hate speech.”

Other companies that are currently part of the boycott are Eddie Bauer, Patagonia, The North Face, REI, among others. The Wall Street Journal reported on June 18 that the 360i digital agency encouraged its clients to join the boycott, including McCormick & Co., Discover Financial Services and Unilever.

For its part, Facebook announced on June 26 that the company is acting quickly to reduce this type of speech within the platform and will also  adopt new policies against hate speech.

“Specifically, we are expanding our ad policy to prohibit claims that people of a specific race, ethnicity, national origin, religious affiliation, caste, sexual orientation, gender identity, or immigration status are a threat to physical safety, health or survival of others. We are also expanding our policies to better protect immigrants, migrants, refugees and asylum seekers in ads that suggest that these groups are inferior or that express contempt, dismissal or disgust towards them, “he said Zuckerberg.

On June 23,  Facebook shared the progress the company has made to reduce hate speech on the platform. The social network cited a report by the European Commission  that Facebook is reviewing reports of hate speech faster than ever. Facebook rated 95.7 percent of hate speech notifications in less than 24 hours, compared to 81.5 percent for YouTube and 76.6 percent for Twitter, the report indicates.

“While we recognize that we need to do much more, these results suggest that we are moving in the right direction,” wrote Guy Rosen, Facebook’s vice president of integrity, on the company’s blog.

Zuckerberg received strong criticism for defending the platform’s neutral stance in the face of recent Trump posts related to the protests that have occurred following the death of George Floyd. In response, the executive said that the social network would review its internal policies , although it is possible that not all the expected changes will be made.

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