Ford, Clorox and Adidas are the latest major marketers to pause social media spending as the Facebook boycott intensifies.
Clorox—whose products include its namesake brand plus Burt’s Bees, Brita, Pine-Sol, Glad, Liquid-Plumr, Fresh Step, Scoop Away, Kingsford and Hidden Valley Ranch—joined the Facebook boycott through December, citing a need to “take action against hate speech, which we believe will increase through the balance of the year,” according to a statement. The company added that said hate speech on Facebook platforms “creates an increasingly unhealthy environment for people and our purpose-driven brands.”
Clorox’s boycott is global, covering Facebook's audience network and Messenger, in addition to Facebook and Instagram, and its six-month timeframe goes farther than the July pause most brands have pledged.
Clorox has spent $6.5 million on Facebook, year to date, and $2.3 million in the past 30 days ended June 27, according to Pathmatics.
Ford’s social media pause covers the U.S. for the next 30 days, but it also includes YouTube and Twitter, in addition to Facebook and Facebook-owned Instagram, a spokesman confirmed. The automaker will continue to use local platforms in China and "we are evaluating participation in Europe and South America."
“We are pausing all national social media advertising for the next 30 days to re-evaluate our presence on these platforms,” the automaker said in a statement. “The existence of content that includes hate speech, violence and racial injustice on social platforms needs to be eradicated. We are actively engaged with industry initiatives led by the Association of National Advertisers to drive more accountability, transparency and trusted measurement to clean up the digital and social media ecosystem.”