The Coca-Cola Company will pause all digital advertising on social media platforms worldwide for at least 30 days from July 1, the soda giant announced on Friday evening.
The move is part of a larger boycott of Facebook and Instagram organized by the Anti-Defamation League, NAACP and other organizations called “Stop Hate For Profit”. Coca-Cola goes one step further than some of these companies and bans all ads worldwide on social media platforms, not just on Facebook and Instagram. That would mean that the boycott will also hit Twitter, YouTube and other platforms.
“Starting July 1st, The Coca-Cola Company will pause paid advertising on all social media platforms worldwide for at least 30 days,” said a statement by Coca-Cola Company CEO James Quincey on the website of the Brand was released. “We will take the time to review our advertising standards and policies, to determine whether internal revisions are required and what we should expect from our social media partners to address the platforms of hatred, violence, and inappropriate content to free. We will let them know that we expect them to be more accountable, take action and be more transparent. ”
On Friday, Unilever Verizon had joined the two largest boycott companies before Coca-Cola was involved. Multinational beverage company on Saturday Diageo said it would too “Pause paid advertising worldwide on major social media platforms” starting July 1st.
Mark Zuckerberg, CEO of Facebook, also announced a number of policy changes that, while not explicitly responding to the boycott, are aimed at addressing many of the criticisms the company has recently made regarding the lack of moderation of violent threats and hate speech faced. and misinformation from President Donald Trump and other controversial reports and sites.
“This continues a significant trend among major brands – including Unilever and Verizon – to pause Facebook ads for at least July,” said a statement by Progressive Nonprofit Color of Change, one of the boycott organizers. “Since Color Of Change and its partners, including ADL and NAACP, launched the campaign on June 17th, over 100 brands have registered.” Rashad Robinson, President of Color of Change, said on Friday that the chocolate brand Hershey is also joining the boycott.
Although the boycott may trigger a wave of bad press for Facebook and Instagram, even large advertisers who pause advertising spend for a month are unlikely to have a significant impact on Facebook’s bottom line, as much of the company’s advertising revenue comes from direct mail comes from. Reply ads from small and medium businesses.
“We invest billions of dollars each year to protect our community, and we continually work with outside experts to review and update our policies,” said a Facebook spokesman in an email The edge. “We opened up to a civil rights review and banished 250 white supremacist organizations from Facebook and Instagram.” The investments we made in AI mean we find almost 90 percent of the hate speech we process before users report it to us, while a recent EU report found that Facebook rated more hate speech reports within 24 hours as Twitter and YouTube. We know we have more to do and we will continue to work with civil rights groups, GARM and other experts to develop more tools, technologies and policies to continue this struggle. “
The Stop Hate For Profit campaign started last week and started with popular sports and outdoor lifestyle brands like The North Face and Patagonia. Since then, it has gained momentum with the mainstream company America after receiving the support of the Ben & Jerry ice cream brand and film distributor Magnolia Pictures. On Friday, Honda announced that it would also join the campaign and stop advertising on Facebook and Instagram in July. “This is a mismatch with our company’s values, which are based on human respect,” the company tweeted.
The American Honda is holding back its advertising on Facebook and Instagram for the month of July. We choose to work with people who agree against hatred and racism. This contradicts the values of our company, which are based on human respect. #StopHateForProfit
– HondaInclusion (@HondaInclusion) June 26, 2020
In an open letter released on Thursday, the ADL released more specific details about the changes the boycott is expected to bring about in Facebook’s policies and its approach to moderation.
“Today we urge all businesses to show solidarity with our deeply rooted American values of freedom, equality and justice and not to advertise on Facebook in July,” said one ad in the “Stop Hate For Profit ” Los Angeles times earlier this week. “Let’s send a strong message to Facebook: your profits will never be worth promoting hatred, bigotry, racism, anti-Semitism and violence.”
UPDATED on June 27 at 8:38 p.m. ET: Honda comment added
UPDATED June 27, 3:44 p.m. ET: Added comment from Facebook spokesman