The North Face has become the biggest brand yet to join a Facebook ad boycott in light of the social media platform’s handling of hate speech and misinformation – a move that could inspire other brands to do the same.
The brand’s decision follows a call-to-action by civil rights groups, including the NAACP and the Anti-Defamation League, called “#StopeHateForProfit,” demanding brands to suspend their advertising on Facebook in the month of July.
“It is clear that Facebook and its CEO, Mark Zuckerberg, are no longer simply negligent, but in fact, complacent in the spread of misinformation, despite the irreversible damage to our democracy,” the NAACP shared in a statement.
On Juneteenth, The North Face revealed it was joining the cause, retweeting the NAACP’s statement with the caption “We’re in. We’re Out.”
We’re in. We’re Out @Facebook #StopHateForProfit
Learn more: https://t.co/uAT7u7mjBG https://t.co/jVxTIH5ThQ
— The North Face (@thenorthface) June 19, 2020
The North Face’s decision could open the door for a number of companies to abandon Facebook, even if only temporarily, to show their solidarity with racial justice advocates who are frustrated with the social media giant. For weeks Facebook has been receiving backlash for its handling of President Donald Trump’s inflammatory speech, which like many other right-wing messages on the platform could incite violence against minority groups.
Facebook could learn a thing or two from Twitter, which began fact-checking Trump’s tweets last month.