If this is tied to the boycott, it could represent the biggest financial blow to Facebook over claims that its hate speech and disinformation policies are inadequate. Pathmatics estimated that Disney was the top American advertiser for Facebook in the first half of 2020, according to the WSJ. While it won’t necessarily cause significant hardship for Facebook, it may be notable that ad cuts for other companies, including Ford, Starbucks, and Engadget’s parent company, Verizon.
Facebook previously said it would alter its policies to address concerns. However, the civil rights leaders behind the boycott have complained that the meetings with the social network have been disappointing and have promised to keep the boycotts until there are more substantial changes. The company failed in its own audit of civil rights and hate speech issues.
It is too early to say whether Disney’s involvement in the boycott would prompt Facebook to reconsider its position. However, high-profile advertisers like this one are more difficult to ignore and may prompt other companies to do the same.
