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Photo by Judita Grigelytė (VŽ).
More and more major global brands are joining the boycott of advertising on the social network Facebook. These include giants Unilever, Verizon, Honda, Coca-Cola, and others.
Added a comment from Coca-Cola Baltics
Analysts say such big-brand claims could lead to more companies joining the boycott, writes CNBC.
VŽ wrote that the #StopHateForProfit campaign was launched last week, calling to halt spending on Facebook advertising, urging the social network to step up the fight against hate and disinformation.
Unilever, one of the world’s largest advertisers, has announced that it will not advertise its brands on social media platforms Facebook, Instagram, and Twitter in the United States until at least the end of the year.
Coca-Cola announced that at least 30 days. stop advertising.
Nele Normak, Head of Public Relations and Communications at Coca-Cola Baltics, emphasizes that the issue of hate speech and disinformation on social media has become particularly active in recent weeks.
“Let’s be open: there is no place for racism in the world, there is no place for it on social media. The Coca-Cola Company was one of the first to make a decisive decision: last Friday we announced that we would suspend all advertising campaigns on all social media platforms worldwide, including Facebook, Instagram, Twitter, YouTube, for at least a month. and Snap Inc. All campaigns will be discontinued from July 1, “says N. Normak in a comment sent to VŽ.
According to her, the company’s principles, standards and advertising rules will be reviewed and re-evaluated during this period.
“We will decide whether an additional internal audit is required. We will also decide what we should expect and require of our social media partners to avoid hate, violence and inappropriate content on their platforms. We believe that working closely with partners can create a positive change, but in the face of these terrible examples of disrespect and racism on social media, we simply had to take action, in this way we will allow social media partners to clearly understand the need for greater accountability, transparency and action. more active on their part to prevent hatred, racism and incitement to violence, “says N. Normak.
Snowball
According to CNBC, last year Facebook counted millions of advertisers worldwide, representing millions of advertisers. Income in USD. Therefore, the #StopHateForProfit campaign can have a significant snowball effect.
Analysts point out that Unilever’s position is particularly important in this situation, and the campaign itself is different from the #deletefacebook movement a few years ago after the Cambridge Analytica scandal.
“The current environment is different,” said Bernstein analysts. – It is very easy to see who joins and who does not. At the same time, the brand’s silence can be equated with complicity. “
Shares of Facebok and Twitter fell more than 7% after Unilever’s decision was announced last Friday.
VŽ wrote that the Stop Hate for Profit campaign was linked to protests against racial inequality in the United States and around the world, after the death of the black George Floyd. The white policeman who suffocated him was charged with the intentional murder.
It is estimated that more than 90 companies have already withdrawn their Facebook ads.
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