Coca-Cola Co. will pause spending on all social media platforms, including Google-owned YouTube, for at least 30 days. The decision—which the beverage giant says is aimed at fighting racism—takes a broader approach than most brands, which have mostly directed their ad freezes at Facebook and Instagram.
“There is no place for racism in the world and there is no place for racism on social media. The Coca-Cola Company will pause paid advertising on all social media platforms globally for at least 30 days,” CEO and Chairman James Quincey said in a statement. “We will take this time to reassess our advertising policies to determine whether revisions are needed. We also expect greater accountability and transparency from our social media partners.”
A Coke spokeswoman confirmed the pause includes YouTube, which has so far not been dragged into calls for boycotts. It also includes Twitter and Snapchat, in addition to Facebook and Facebook-owned Instagram, she said. Unilever has also included Twitter in its ad pause—which it says will last through the end of the year.
Coke competitor PepsiCo has not responded to multiple requests for comment from Ad Age about whether it would participate in the Facebook boycott.