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Technology Facebook ad boycott: How big businesses 'hit pause on hate'

15:41  30 june  2020
15:41  30 june  2020 Source:   cnet.com

Facebook pulls nearly 200 accounts connected to hate groups

  Facebook pulls nearly 200 accounts connected to hate groups Facebook is continuing its fight against hate, and this time with an added degree of urgency. The social network has confirmed to the Associated Press (via The Verge) that it removed nearly 200 accounts for users linked to hate groups like the Proud Boys and American Guard, both of which were previously banned. The company was already gearing up to remove the accounts, but its hand was forced when it became clear these members were planning to stoke tensions in light of anti-racism protests sweeping the US.

More than 160 companies will pause their advertising on Facebook for the month of July. The companies are part of a boycott campaign that is pressuring Facebook to remove hate speech from its platform.

Big players join the Facebook ad boycott , here's what it means for the company's bottom line. More companies join ad spending boycott against Facebook to protest hate speech and racism. How Bloomberg’s Campaign Could Affect His Company. The Wall Street Journal.

Facebook has long been criticized for not doing enough to combat hate speech. Now the outrage against the world's largest social network is growing into a movement that threatens its bottom line.

a close up of a book: Major brands say they won't spend money on Facebook ads in July. Angela Lang/CNET © Provided by CNET Major brands say they won't spend money on Facebook ads in July. Angela Lang/CNET

That's because Facebook's latest critics are some of its biggest customers. On June 17, a group of civil rights organizations including the Anti-Defamation League, the NAACP and Color of Change called on businesses to "hit pause on hate" and not advertise on Facebook in July. The social network makes nearly all of its money from ads, raking in more than $70 billion in revenue last year.

'We're In. We're Out': The North Face becomes the first major company to boycott Facebook as the calls for advertisers to walk out of the platform in July intensify

  'We're In. We're Out': The North Face becomes the first major company to boycott Facebook as the calls for advertisers to walk out of the platform in July intensify Facebook is facing mounting pressure from civil rights organizations over its content-moderation policies and handling of hate speech.In a tweet saying "We're in. We're Out.", the clothing company announced Friday it would stop buying Facebook ads in the US in solidarity with organizations including the NAACP, the Anti-Defamation League, and Sleeping Giants.

"Upwork is hitting pause on hate with no Facebook advertising in July. "We're pausing our advertising until Facebook can create an acceptable solution that makes us comfortable and is consistent with we've done with YouTube and other partners," said John Nitti, Chief Media Officer for

A boycott of advertisers on social media is gaining momentum, and Facebook is the primary target. Marketers are expressing unease with how it handles misinformation and hate speech Who’s next? Procter & Gamble, the world’s largest advertiser, said it wouldn’t rule out a pause on Facebook ads .

a close up of a book: Major brands say they won't spend money on Facebook ads in July. © Angela Lang/CNET

Major brands say they won't spend money on Facebook ads in July.

"Let's send Facebook a powerful message: Your profits will never be worth promoting hate, bigotry, racism, antisemitism and violence," the website for the campaign, which is called Stop Hate for Profit, says.

The campaign has been picking up steam with a variety of major brands, including outdoor clothing brand The North Face, consumer goods giant Unilever and telecom leader Verizon. On Monday, The Clorox Company, Adidas, Ford and Microsoft said they're joining the boycott too.

"This definitely seems more widespread," said Debra Aho Williamson, eMarketer's principal analyst. "I don't think I've ever seen this level of marketer action around Facebook."

Ben & Jerry's joins boycott of Facebook and Instagram ads in the US

  Ben & Jerry's joins boycott of Facebook and Instagram ads in the US Ben & Jerry's said Tuesday it plans to join the "#StopHateForProfit" campaign, pausing ads on Facebook and Instagram in the U.S. beginning July 1.   The company said it was asking Facebook "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." Brands including Eddie Bauer, Patagonia, The North Face, REI and Upwork have said they'll pause their advertising on the platforms.

Facebook under pressure as advertisers pause campaigns. The stock moves highlight a new uncertainty about just how much the boycott could dent Facebook 's ad sales machine. On Friday, CEO Mark Zuckerberg pledged to ban hateful ads and label controversial posts from politicians.

The coffee giant said it would pause advertising on some platforms in an effort to address hate speech. The organisers of the #StopHateforProfit campaign, which has accused Facebook of not doing enough More than 150 companies have paused advertising in support of #StopHateforProfit.

Here's everything you need to know about the ad boycott:

Facebook has been under fire in the past over hate speech. Why is this campaign happening now?

ADL CEO Jonathan Greenblatt said his organization and other civil rights advocates have been pushing Facebook to do more to make the platform safer for many years. Still, the company hasn't been acting quickly enough, he said.

Hate speech on Facebook helped fuel a genocide in 2017 against the Rohingya Muslims in Myanmar. In 2019, a gunman used the social network to livestream the mosque shootings in Christchurch, New Zealand.

"To be frank, we've not yet seen enough meaningful change," Greenblatt said.

The lack of progress became even more apparent to civil rights activists in the wake of the police killing of George Floyd, a 46-year-old Black man in Minneapolis whose death sparked nationwide protests about police brutality and racial justice. Conspiracy theories and misinformation about Floyd's death spread on social networks, including false claims that Hungarian-American billionaire George Soros orchestrated the protests. Some of this misinformation popped up in private Facebook groups that are harder to moderate.

Verizon is the biggest advertiser to join the Facebook ad boycott so far

  Verizon is the biggest advertiser to join the Facebook ad boycott so far Over the company’s handling of hate speech and its moderation failuresVerizon joins ice cream brand Ben & Jerry’s and numerous sports and outdoor lifestyle companies, including The North Face and Patagonia, and film distributor Magnolia Pictures in the boycott. A number of digital ad agencies have also begun advising clients on how to participate and one, i360, has publicly expressed support, reports The Wall Street Journal.

Ben & Jerry's calls on Facebook to "stop its platform from being used to spread and amplify racism and hate ." Loup Ventures' Munster on Facebook ad boycott : Walls closing in. Coca-Cola pauses all advertising on social media. 5 Biggest Dow Losers Friday as Texas Walks Back Reopening.

Starbucks' pause is not part of the Stop Hate For Profit boycott campaign, which kicked The halt on advertising will run through July and August, Fox Business News reported on Sunday. Facebook CEO Mark Zuckerberg has previously refused to take action against divisive hate speech due to a

Facebook has also included Breitbart News, a far-right site, as a "trusted" source in its news service, and right-wing news and opinion site The Daily Caller is one of the company's fact-checking partners. Facebook has been used to incite violence against protesters and to suppress voting.

Unlike Twitter, Facebook has a mostly hands-off approach to speech from politicians. The company faced criticism for not removing a protest-related post by President Donald Trump that advocacy groups and even the company's own employees said could incite violence. Facebook left the post up because it determined that Trump's remarks "when the looting start, the shooting starts" didn't violate its rules. Facebook's rival Twitter has been labeling Trump's tweets, including false claims he made about mail-in ballots.

Greenblatt characterized the campaign as a "30-day pause on advertising " rather than a boycott. Civil rights groups want to work with Facebook to help the company address these longstanding problems, he said, but the point of the campaign is to show that it's not only a stakeholder concern but a "shareholder imperative."

Unilever suspends advertising on Facebook, Twitter and Instagram in the United States

 Unilever suspends advertising on Facebook, Twitter and Instagram in the United States © REUTERS / Piroschka Van De Wouw The Unilever logo. (Illustrative photo) This Friday, June 26, Unilever announced that it would stop advertising on Facebook, Instagram and Twitter. The food giant accuses Facebook of not doing enough against hate messages in this "polarized" era.

Facebook declined to, sparking the biggest internal employee protest in the company's history. It's also tightening up its rules on hate speech and advertising , prohibiting ads that present immigrants It is hitting pause on all advertising on Facebook and Instagram until the end of 2020, a full six months.

JUST WATCHED. Facebook ad boycott gathers steam. A growing number of big household names has joined a Facebook advertising boycott over its handling of hate speech and Unilever's decision illustrates how quickly an ad boycott that began with socially conscious lifestyle brands, such as The

What do civil rights groups want Facebook to do?

The Stop Hate for Profit campaign outlines 10 steps it wants Facebook to take to better address hate speech on its platform.

The recommendations include:

  • Hiring a C-suite-level executive with a civil rights background who will review the company's products and rules for discrimination, bias and hate.
  • Participating in a regular audit by an independent third-party about identity-based misinformation and hate. The results would be published online.
  • Notifying businesses if their ads are shown next to content Facebook pulled down that violated its rules and give them a refund.
  • Finding and removing Facebook groups on white supremacy, militia, antisemitism, violent conspiracies, Holocaust denialism, vaccine misinformation and climate denialism.
  • Adopting policy changes to help combat hateful content.
  • Stop recommending or amplifying groups or content with ties to hate, misinformation or conspiracies to users.
  • Creating a way to automatically flag hateful content in private groups for human review.
  • Stop exempting politicians from fact checking, removing misinformation about voting and prohibiting calls to violence from politicians. (Facebook says that it will remove content that suppresses voting and incites violence including from politicians, but critics have disagreed with how the company interprets its rules.)
  • Creating expert teams to review identity-based hateful content and harassment.
  • Allowing people facing severe hate or harassment to talk to a Facebook employee.

What companies have joined the Stop Hate for Profit campaign?

While some brands might be wary about speaking out against Facebook, others are using the boycott to highlight their values and stance on racial justice.

Starbucks is the latest company to pause social media ads

  Starbucks is the latest company to pause social media ads It joins Unilever, Coca-Cola and others in taking a stand against hate speech and misinformation on the platforms."We believe more must be done to create welcoming and inclusive online communities, and we believe both business leaders and policy makers need to come together to affect real change," it said in a brief statement announcing it will pause advertising on all social media platforms.

Roughly 100 businesses have joined the campaign, according to a list on Stop Hate for Profit's website.

The list includes well-known brands such as Honda, REI, the Hershey Company, Lululemon, Coca-Cola, Levi's, Mozilla, Patagonia, Eileen Fisher, Eddie Bauer, JanSport and Dockers.

How has Facebook responded to the campaign?

Facebook says it doesn't allow hate speech on its platform, but acknowledged it could do more to tackle this problem.

The company removed nearly 10 million posts for violating its rules against hate speech in the last quarter, and most were taken down before users reported them. The social network relies on a mix of human reviewers and technology to moderate content, but detecting hate speech can be challenging because machines have to understand the cultural context of words.

"Of course, we would like to do even better than that," said Facebook Vice President of Global Affairs and Communications Nick Clegg in a press conference on June 17. "We need to do more. We need to move faster, but we are making significant progress."

Facebook CEO Mark Zuckerberg said last Friday that the company will start labeling newsworthy content it leaves up even though it violates the company's rules and would bar more hateful content in ads. The labeling wouldn't apply to content that suppresses voting or incites violence, which Facebook would pull down even if the remarks come from politicians.

Organizers for the Stop Hate for Profit campaign called the changes "small." They also don't include any of the recommendations civil rights groups outlined.

COMPANY LOOK organizers of advertising boycott campaign increase pressure on Facebook

 COMPANY LOOK organizers of advertising boycott campaign increase pressure on Facebook Jun 28 (Reuters) - This is followed by the Reuters view on important developments from the corporate world beyond the top issues of the day: FACEBOOK - The organizations of advertising boycott Campaign increase pressure on Facebook. You are now calling on European companies to participate in the "Stop Hate for Profit" campaign, said a representative of the civil rights organization.

A Facebook spokeswoman didn't answer questions about whether the company is considering the changes demanded by the campaign.

"We respect any brand's decision, and remain focused on the important work of removing hate speech and providing critical voting information. Our conversations with marketers and civil rights organizations are about how, together, we can be a force for good," said Carolyn Everson, who oversees global marketing at Facebook, in a statement on Thursday.

Will users start seeing different ads because of the boycott?

You probably won't notice a big change unless you're a customer of the brands that have paused advertising. Facebook shows users different ads based on data such as the pages you and your friends like and what businesses you check into. When you share your email or phone number with a business, the company might add you to a customer list that can be matched with your Facebook profile too. Facebook also has 8 million advertisers so there are plenty of other ads it can show its users.

Why is Facebook the target of a boycott? What about other social networks?

Facebook isn't the only social network that has been criticized for not doing enough to combat hate speech. Twitter, Google-owned YouTube and Reddit have been under fire too for the same problem.

The focus of the campaign has been on Facebook because the company is the world's largest social network, with more than 2.6 billion monthly active users. Facebook also owns Instagram and WhatsApp.

Twitter has been criticized for not banning white supremacists from the platform, a move Facebook announced in March 2019. But it also started labeling tweets, including those from Trump, that could incite violence, include misinformation or contain "manipulated media." Facebook works with third-party fact-checkers and will place a notice over content with misinformation. But the social network doesn't send posts and ads from politicians to fact-checkers because it says that speech is already heavily scrutinized.

Against hate online: 90 companies boycott Facebook advertising

 Against hate online: 90 companies boycott Facebook advertising © Shutterstock Against hate online: 90 companies boycott Facebook advertising Because of a flood of hate comments, propaganda, spam and fake news in their services, Facebook and Twitter are in the Criticism. An advertising boycott against Facebook receives additional supporters with Unilever and Honda. Facebook boss Zuckerberg now wants to do more.

On Monday, Reddit banned a popular pro-Trump forum and announced changes to its hate speech policies. YouTube said it banned several white supremacist channels.

The Stop Hate for Profit campaign is already impacting other social media sites. Some businesses, such as Coca-Cola and Starbucks, say they are pausing advertising not only on Facebook but other social networks such as Twitter.

Do ad boycotts work?

It depends on how you measure the success of these campaigns. Greenblatt said the main goal is for Facebook to make changes that would make the social network safer.

Analysts and marketing experts say that the ad boycott will likely do more harm to Facebook's already tarnished image than to its finances. The social network has faced a number of scandals around privacy and election interference, but it's been trying to rehabilitate its image especially during the coronavirus outbreak.

Brayden King, a professor at Northwestern University's Kellogg School of Management, said media coverage of boycotts can threaten a company's reputation.

"Your ability to make employees and other stakeholders happy is linked to your reputation," he said.

King, who studied 133 boycotts from 1990 to 2005, found that the stock price of a targeted company dropped by nearly 1% for each day it got national media coverage. About 25% of boycotts that get some national media attention lead to concessions from the targeted company.

It's unclear how much revenue Facebook will lose from the ad boycott. CNET contacted several businesses that joined the campaign, but they wouldn't share how much they spend on Facebook ads every month.

The boycott, though, is already impacting Facebook's investors. On Friday, Facebook shares dropped more than 8% in the wake of more brands like Unilever joining the boycott. The decline wiped out $56 billion from Facebook's market value, Bloomberg reported.

Boycotting Facebook for more than a month is easier said than done. Facebook gathers a trove of data about its users, and that allows advertisers to target potential customers based on their age, location and other characteristics. This makes the social network a valuable tool for businesses.

Some advertisers also boycotted Facebook over the Cambridge Analytica scandal in 2018, but that didn't stop the social network from growing its sales and users.

"Facebook is safe for now," said Americus Reed, a marketing professor at the University of Pennsylvania. "Outrage is hard to keep going because you need to keep feeding it."

Against hate online: 90 companies boycott Facebook advertising .
© Shutterstock Against hate online: 90 companies boycott Facebook advertising Because of a flood of hate comments, propaganda, spam and fake news in their services, Facebook and Twitter are in the Criticism. An advertising boycott against Facebook receives additional supporters with Unilever and Honda. Facebook boss Zuckerberg now wants to do more.

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