Patagonia’s latest brand to participate in the boycott of Facebook ads

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Patagonia is the latest company to announce an advertising boycott of Facebook and its Instagram app for July – or longer – saying the social media giant “ has not taken steps to stop the spread of hateful lies and dangerous propaganda on its platform. ‘

Patagonia joins The North Face and outdoor gear company REI, which has announced similar boycotts in recent days. It’s not clear how much the boycotts will affect Facebook’s ad revenue, which was close to $ 70 billion in 2019, representing almost all of its total revenue for the year.

According to Facebook’s ad library, between May 2018 and June 2020, Patagonia spent nearly $ 1 million on ads related to social issues or politics. The ads were nicknamed “social issues” because they dealt with environmental issues.

A representative of Facebook did not immediately respond to a message for comment on Monday.

Last week, civil rights organizations called on major advertisers to end Facebook ad campaigns in July, because the social network isn’t doing enough to curtail racist and violent content on its platform.

The groups in the “#StopHateforProfit” campaign, launched on Wednesday, include Anti-Defamation League, the NAACP, Sleeping Giants, Color Of Change, Free Press and Common Sense.

The groups say Facebook is empowering white supremacists, allowing messages that incite violence and political propaganda and contain misinformation, and that “bad actors are not using the platform to cause harm”.

The big tech companies have struggled to manage the abundance of messages and videos that users post on their platforms every day. Facebook is under fire for deciding to leave messages from President Donald Trump suggesting that protesters in Minneapolis could be shot dead by police brutality.

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