/https://specials-images.forbesimg.com/imageserve/5f21f637f9409a750f6daa3c/0x0.jpg?cropX1=0&cropX2=6720&cropY1=107&cropY2=3887&w=1920&resize=1920,0&ssl=1 "Facebook Ad Boycott Extends Beyond July: ‘Everyone Agrees Facebook Has Got To Change’")
TOPLINE
Unsatisfied with Facebook’s response to hate speech and misinformation on the platform, a #StopHateForProfit organizer told Forbes the advertising boycott is extending beyond July, with many major companies on board.
Facebook co-founder and CEO Mark Zuckerberg testifies before the House Financial Services Committee … [+]
Getty Images
KEY FACTS
Anti-Defamation League (ADL) CEO and Director Jonathan Greenblatt said while the campaign has “exceeded expectations,” Facebook “clearly [has] not done enough.”
As a result, many companies that participated in the campaign will extend their boycott into next month, said Greenblatt, noting he expects to see “the movement get bigger and broader.”
Launched six weeks ago by the ADL, NAACP and other civil rights groups, the #StopHateForProfit campaign called on large companies to stop advertising with Facebook for the month of July to encourage the tech giant to address “hate, bigotry, racism, antisemitism and violence” that remains prevalent on the platform.
The campaign quickly drew support from over 1,000 companies, including Disney, Coca Cola, Starbucks and McDonalds, pledging to stay away from Facebook and Facebook-owned Instagram for the month of July.
When announcing their participation, numerous companies signaled they would reassess at the end of the month, while a handful—including Clorox and Unilever—committed to boycott until the end of the year.
Key Background
Though it originally resisted pressure from the boycott, Facebook later responded to campaign demands by announcing it would hire a civil rights executive, establish a team to study algorithmic bias, release the results of a civil rights audit, remove content from hateful movements and problematic groups, and conduct an independent audit of hate content. Nonetheless, Greenblatt said Facebook remains a “cesspool” of bigotry and advertisers want solutions.
News Peg
Facebook CEO Mark Zuckerberg addressed issues of misinformation and bigotry on the platform at the House Judiciary Committee’s antitrust hearing on Wednesday. In particular, Zuckerberg was pressed on a viral video—shared millions of times earlier this week—that circulated misleading claims about coronavirus. “Doesn’t that suggest, Mr. Zuckerberg, your platform is so big that even with the right policies in place, you can’t contain deadly content?” Rep. David Cicilline asked. Zuckerberg rebuffed, saying with “Covid misinformation in particular,” the platform has a strong track-record of taking down false content.
Crucial Quote
“Mark specifically said that 89% of hate speech is identified and taken down before users even see it,” said Greenblatt. “If your product is only 89% effective, that’s a failure.”
Further Reading
“Facebook Continues Missteps On Hate Speech And Misinformation” (Forbes)
“Internal Audit Slams Facebook’s ‘Inadequate’ Civil Rights Approach As Companies Boycott” (Forbes)
“Facebook Responds As LEGO, Dunkin Donuts Join Over 500 Companies In Growing Boycott” (Forbes)
/https://specials-images.forbesimg.com/imageserve/5f21f637f9409a750f6daa3c/0x0.jpg?cropX1=0&cropX2=6720&cropY1=107&cropY2=3887&w=1200&resize=1200,0&ssl=1&description=Facebook+Ad+Boycott+Extends+Beyond+July%3A+%E2%80%98Everyone+Agrees+Facebook+Has+Got+To+Change%E2%80%99){kind=link}