A continually updated list of brands joining the Facebook ad boycott
The list of brands boycotting Facebook over its hate speech policies is growing by the hour as the “Stop Hate for Profit” movement organized by civil rights groups continues to gain steam. Some marketers have extended their ad freeze to other social media companies. Many have paused their Facebook spending beyond July until action is taken. Below, a continually updated list of who’s doing what, with the latest moves first. The list includes companies that are not specifically signing on to the Facebook boycott, but are pausing spending on the platform as part of a broader move.
Bayer has joined the Facebook ad boycott – or at least it appears. The company’s logo popped up Tuesday in Terrence Kawaja’s LUMAscape (yes, there is one for everything) of Facebook-boycotting brands. Contacted via Twitter July 2 about why Bayer was on the list when it hadn’t announced it was participating in the boycott, Kawaja, founder and CEO of investment banking firm Luma Partners, said his LUMAscape includes companies that have publicly or privately indicated they’re boycotting Facebook platforms. He declined to elaborate, and Bayer spokespeople didn’t respond to requests for comment. Bayer’s brands -- including the namesake aspirin, Alka Seltzer, Aleve and RoundUp – show up as not currently advertising in the Facebook Ad Library.
Beiersdorf, marketer of brands that include Nivea, Eucerin and Coppertone, has paused all advertising on Facebook and Instagram for the month of July, a spokeswoman said on July 2. “We are constantly reviewing our digital advertising strategy and will dynamically decide on our further course of action beyond July,” she said.
The drugstore chain said on July 2 that it is halting paid advertising on Facebook and Instagram in the U.S. and U.K. for the rest of the month. It will use the time to examine its marketing strategy and platforms, a spokesperson told Crain’s Chicago Business.
On July 1, White Castle said it was joining the boycott and would be pausing paid ads on Facebook and Instagram. “We look forward to engaging with you on a safer platform where everyone can come together, feel accepted, and be treated equally,” the sliders chain said on Twitter.
Lego is pausing its social media spend globally on social media platforms for “at least 30 days,” the brand announced on its website on July 1. The toy brand states it will review the standards it applies to “advertising and engagement on global social media platforms.” Lego will not change its investment, but will instead shift its spend to other channels.“We are committed to having a positive impact on children and the world they will inherit,” wrote Julia Goldin, chief marketing officer at Lego.“That includes contributing to a positive, inclusive digital environment free from hate speech, discrimination and misinformation.”
Liquor marketer Pernod Ricard, whose brands include Absolut Vodka and Jameson Irish Whiskey, announced on July 1 that it would pause all social media spending for July. The company is also creating an app that consumers can use to identify hate speech on social media. “Movements like #StopHateForProfit are demonstrating that brands and consumers want them to take more urgent action. This is important, and it is why we are joining the movement for the next 30 days across all paid social media platforms, not just Facebook,” said Pernod Ricard USA CEO Ann Mukherjee said in a statement.
Chipotle Mexican Grill
Chipotle is temporarily pausing paid advertising on Facebook and Instagram starting July 1, “while we work together to better understand the changes they are making,” Chief Marketing Officer Chris Brandt said in a statement issued that day. “We will continue to be part of the solution to fight systemic racism and create inclusive communities,” he said.
CVS is pausing advertising on Facebook, Instagram and Twitter for “at least” 30 days, a spokesman said on July 1. The retailer plans to use the month to define its strategy moving forward, and doesn’t plan to support any platform that isn’t working to “eliminate hate speech and misinformation,” he said in a statement. “While some have joined organized boycotts, we’ve chosen to act with independence to ensure that our standards are met, and our values upheld,” the statement read.
Outdoor apparel brand Merrell is boycotting Facebook and Instagram for the month of July “in order to help drive the urgent need for Facebook to take action to rid the hate speech, methods of voter suppression, and misinformation being spread on their platforms” the brand said in a tweet late on June 30.
On July 1, Danone said it is pausing global advertising on Facebook and Instagram as it engages with the management globally and in each country where it operates. “With our latest evaluation, it has become clear to us that more needs to be done to combat hate speech and drive sustained systemic change at the industry level,” Gemma Hart, VP of communications and community affairs, Danone North America, said in a statement. Danone did not give a set end date for its paused advertising on the platforms. “This pause will continue until we feel that our global standards have been met, and we feel confident that these two social platforms are safe environments. Countries will be empowered to make their own decisions on re-starting the use of these platforms, depending on their assessment locally,” Hart said in the statement.
The owner of Dunkin’ and Baskin-Robbins temporarily paused its U.S. ads on Facebook and Instagram, beginning on July 1. “We continue to assess our social media plans, and we are in talks with Facebook about its plans to eliminate hate speech and to stop the spread of racist rhetoric and false information,” it stated.
The Body Shop
On July 1, the first day of the boycott, retailer The Body Shop announced it was joining by pausing all paid U.S. advertising on Facebook-owned channels for the month of July. The brand said it might continue its pause “pending Facebook’s response.” “When we see the current dialogue in the United States around anti-racism and equality, we continue to be concerned by the spread of hateful content and disinformation online and the potential for this to affect the democratic right of Americans to have access to fair and balanced elections this fall,” said a brand spokesperson. “At this critical time in the US, we respectfully ask that Facebook strengthens its content-moderation policies and enforces them consistently.”
Henkel, marketer of brands including Dial, Persil, Purex and Loctite, on June 30 joined the #StopHateforProfit boycott and will not advertise its brands on Facebook’s platforms, including Instagram, in July in the U.S., a spokeswoman says. “Henkel stands for tolerance, diversity and respect, and speaks out against all forms of racism, discrimination, hate and violence,” she said. “We also expect this attitude from all of our business partners around the world, including our advertising partners.” Henkel spent $169,500 on Facebook ads May 1-21, per Pathmatics, but did not show up among the top 1,000 U.S. advertisers for the June 1-21 period.
Kimberly-Clark Corp., marketer of Huggies, Kleenex, Scott, U by Kotex, Cottonelle, Depend and Poise, as paused all advertising on Facebook platforms in the U.S. and Canada for the month of July “and will continue to evaluate Facebook’s progress,” a spokesman stated on June 30. “Kimberly-Clark is committed to only engaging with media partners that support our values and meet our standards for safety, civility and tolerance. We have a responsibility to foster digital platforms into inclusive, respectful environments where people can safely have conversation about health, wellbeing, stigmas and taboos without fear of hostility, bullying or hate speech.” K-C was the No. 146 advertiser on Facebook with $652,000 in spending during the May 1-21 period, according to Pathmatics, but spending dropped to $169,500 for June 1-21.
Hello Products is saying goodbye to Facebook and Instagram in the U.S. for now. “No scoop on how long we’ll keep things on pause.,” CEO Craig Dubitsky said on June 30. Corporate parent Colgate-Palmolive Co. has yet to announce whether it is doing likewise, and still had active ads on Facebook platforms as of today.
Food marketer Mars Inc. says it will pause paid advertising globally across news-feed based social media platforms including Facebook, Instagram, Twitter, and Snapchat, beginning in July. Among other goals, Mars wants to see “meaningful progress against the key demands of the #StopHateforProfit campaign,” the company said in a June 30 statement.
The owner of Coors Light, Miller Lite and Blue Moon will “pause Facebook, Instagram and Twitter while we revisit our own advertising standards to create better guardrails to protect our brands and address the spread of hate speech,” Chief Marketing Officer Michelle St. Jacques stated in an internal memo to her marketing team on June 30. Rval Anheuser-Busch stated that “as of now” it does not plan to partake in the Facebook boycott, saying “the ongoing conversation regarding social media’s role in the current dialogue is bigger than any one platform or single moment in time.”
Mike’s Hard Lemonade
The flavored malt beverage brand on June 30 stated it is “pausing all advertising on social media platforms starting July 1, in order to reassess our policies and partners to help continue the dialogue towards much needed change.” the brand is owned by Mark Anthony Brands. The company also controls White Claw, which earlier pledged to pause social spending.
The drinks and food giant on June 30 pledged to “temporarily pause our paid advertising on social media platforms,” according to a statement. A spokeswoman confirmed the move is global but that the company was not specifically signing on to the Facebook boycott. “We will use this period to confer with our partners and determine what more we can do to help forge a healthier digital ecosystem. At the same time, we will lead an industry-wide effort to develop systemic solutions that protect the integrity of our brands and make the social internet a more welcoming, inclusive place for all,” according to the announcement, which came five days after Coca-Cola pledged to pause its social spending.
Kind Snacks says it is suspending its ad spending on Facebook and Instagram in July and would consider suspending investments indefinitely if the social media giant “doesn’t take visible, measurable and assertive efforts to effectively prevent the promotion of hate, division, defamation and misinformation by this year’s end,” Founder Daniel Lubetzky said in a statement on June 30. Lubetzky is on the board of the Anti-Defamation League, one of the organizers of the #StopHateforProfit boycott.
The German-based automaker on June 30 confirmed it would suspend Facebook and Instagram ads globally. The move does not include VW dealers since they operate independently, according to a spokesman. “An environment of fake news or hate speech is therefore unacceptable to us,” the company stated. “Hate speech, discriminating comments and posts containing dangerous false information must not be published uncommented and must have consequences.”
The hot-selling hard seltzer brand on June 30 pledged to pause “all advertising on social media platforms starting July 1, in order to reassess our policies and partners to help continue the dialogue towards much needed change.”
The Minneapolis-based retailer said June 30 that it is pausing its advertising with both Facebook and Instagram in July. A spokesman noted that Target will “use that time to re-evaluate our plans for the remainder of the year.”
Clif Bar & Co., which also owns Luna Bar, said on June 29 that it’s pausing Facebook and Instagram ads globally for the month of July. “Clif Bar stands with those who are fighting to uphold the civil rights of Black Americans and ensuring that all people are treated equally with dignity and respect,” the food marketer wrote. “Unfortunately, too many people experience violent and racist hate speech on Facebook’s platforms—speech that threatens their civil rights, disregards their dignity and spreads misinformation.”
The Greek yogurt marketer jumped in on June 29, tweeting that it will “pause all our paid social advertising. We've always stood against hate & bigotry and it is our duty to help change these platforms.”
The first big beer marketer has joined the boycott. Constellation—owner of Corona and Modelo Especial, as well as well as several wine and spirits brands—confirmed on June 29 that it would pause Facebook and Instagram spending through July. The company added that it is “assessing our policies and approach towards all media platforms in solidarity with efforts to combat the spread of discriminatory and hateful content and to promote social justice.” Constellation also stated it would invest $100 million in the next 10 years on Black and minority-owned beverage start-ups and donate $1 million to the Equal Justice Initiative. It also “reviewing recruitment, hiring, and talent development practices to ensure African American/Black talent is supported and unconscious bias is addressed at all levels.”
Anheuser-Busch InBev and Molson Coors have yet to publicly commit to joining the Facebook boycott.
Pfizer will pause Facebook and Instagram advertising for the month of July in support of the #StopHateforProfit movement, the company said in a statement. “Today we are asking Facebook to take proactive steps to ensure that their platforms are safe and trusted spaces for all,” said Chairman-CEO Albert Bourla in a statement. The company said it’s calling on Facebook to “continue listening to the concerns of the #StopHateforProfit movement and take action on their product recommendations. The company said it will continue to “dialogue” with Facebook on these issues.
Vans, a brand within VF Corp., signed on to the Facebook ad pause for July. The North Face and JanSport are also a part of VF, and already joined. VF still has many other brands including Timberland, Eastpak and Dickies, which have not commented on the boycott.
The North Face said on June 29 that it would expand its commitment to freezing advertising to the rest of the world, and not just U.S. The North Face, Vans and JanSport all said they would stop advertising Facebook and Instagram. "The brand commits to diverting their advertising investment to support Black communities through empowerment and education programs, and expand the brand’s support of racial equality and access initiatives," Vans said in a statement.
In a twist, the trendy brand announced its Facebook and Instagram plans via an Instagram Story late on June 29. “Facebook and Instagram are places for us to share with you. Since our community is so important to us, we will continue to post here, but will pause all paid advertising on Facebook and Instagram now through July in support of the #StopHateforProfit campaign. We won’t allow hate speech and misinformation to be spread across these platforms,” the post read. Sister brand J. Crew did not make any announcements on the platform.
The wireless provider on June 29 told Ad Age it’s pausing its ad spend for Facebook and Instagram for the entire month of July. It joins Verizon as the only other carrier to halt spending on the social media platform. The Ryan Reynolds-owned company spent nearly $107,000 over the last 30 days on Facebook’s platform, according to estimates from data intelligence company Pathmatics.
Best Buy will pause Facebook and Instagram advertising, effective July 1, a spokesman for the electronics chain said June 29. As of now, the pause will run through July, he said. “We support what groups like the NAACP and ADL are trying to achieve, and our decision was made on that basis,” he said in a statement.
Puma announced in a tweet on June 29 that the brand will stop all advertisements on Facebook and Instagram in July. “We are proud to join the #StopHateforProfit boycott,” reads the tweet.
Kellogg Co. says it is pausing advertising starting July 1 globally on Facebook, Instagram and Twitter, as the food marketer conducts its own evaluation of media properties and the “marketing supplier ecosystem” to ensure they meet its guidelines.
“We agree Facebook should make swift and meaningful improvements to its platform that will foster productive discourse over inciting divisiveness and potential violence. This campaign has elevated these issues for all advertisers, and at the same time, Kellogg needs to determine our own path forward in the context of its total commitment to championing diversity and inclusion in its global practices and commercial strategy, as well as against our goals of media and marketing excellence,” Kellogg Chief Growth Officer Monica McGurk said in a statement on June 29.
The desktop and printer marketer joined the boycott on June 29, saying “we have expressed deep concerns to Facebook and are stopping U.S. advertising on the platform until we see more robust safeguards in place. We are also reviewing our social media strategy across all markets and platforms, and we will take additional actions as needed to protect our brand and combat hateful content.” Worth noting: Facebook CMO Antonio Lucio was HP’s CMO until he left to join the social media giant in 2018.
Conagra Brands says it is pausing all paid Facebook and Instagram ads in the U.S., across all of its brands, for the rest of 2020. The food company’s brands include Slim Jim, Mrs. Butterworth’s, Healthy Choice and others.
Adidas will pause advertising for its namesake and Reebok brands on Facebook and Instagram globally throughout July, a spokeswoman said June 29. The company will take the next 30 days to “develop criteria to hold ourselves and every one of our partners accountable for creating and maintaining safe environments,” she said.
The automaker on June 29 announced a 30-day social media pause that includes Facebook, Instagram, YouTube in Twitter in the U.S. It will continue to use local platforms in China and "we are evaluating participation in Europe and South America," according to a spokesman. Asked where the company is diverting its money, a spokesman said: “Ford’s audience-first media strategy means we are not dependent on a single channel to deliver our plans. We can redirect investment to other video, display and audio formats to accomplish our business objectives.”
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—on June 29 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. 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.
Anti-smoking and vaping group Truth Initiative joined the boycott on June 29, saying it would pause all Facebook and Instagram spending in July. A spokeswoman said it would redirect money to other social platforms like Snapchat, TikTok, Twitter, programmatic media and YouTube. “The actions we take define us. Facebook has an opportunity to create meaningful change by putting social good above profits and to use its massive power to create change for the better. We hope they heed the call and act swiftly,,” Truth Initiative CEO and president Robin Koval said in a statement.
Edgewell Personal Care
Edgewell, owner of CPG brands including Schick, Banana Boat and Wet Ones, will halt paid advertising on Facebook beginning July 1. The suspension includes all of Edgewell’s 25 brands in both North America and Europe. In announcing the news on June 29, CEO and President Rod Little noted on LinkedIn that Edgewell “is a people-first company. We take pride in investing in the success of our communities.” He added that Mark Zuckerberg’s recent changes are “inadequate.”
Denny’s joined the #StopHateForProfit campaign, pausing all paid advertising globally on both Facebook and Instagram in July. “It is our belief that Facebook has not done enough to address this important issue on its platform and we are calling on Facebook to make positive changes to its process for combatting hate speech and disinformation,” Denny’s said in a statement issued June 29.
The owner of Jim Beam, Maker’s Mark, Effen vodka and Hornitos tequila joined the boycott on June 28, saying it would pause all paid Facebook and Instagram ads in the U.S. in July. “We hope this collective action helps catalyze positive change and accountability, and we will evaluate our advertising approach beyond July as we await Facebook’s response,” the company stated.
The world’s largest coffee company says it is pausing advertising on all social media platforms in the U.S. starting at the beginning of July. Starbucks says it is continuing discussions internally, and with its media partners and civil rights organizations, “in the effort to stop the spread of hate speech.” The Seattle-based chain issued its announcement on June 28.
The liquor company, parent to brands including Johnnie Walker, Smirnoff, Guinness, Cîroc and Crown Royal, is pausing spend on all major social media platforms, including Twitter, globally starting July 1. Diageo announced the decision on Twitter on June 27.
The fitness brand tweeted its support of the NAACP and ADL on June 26. “We believe we have a responsibility to create a truly inclusive society and are actively engaging with Facebook to seek meaningful change,” the Canadian brand wrote, noting that it is pausing its Facebook and Instagram advertising.
The clothing company will pause all paid Facebook and Instagram advertising globally “at least” through the end of July, Chief Marketing Officer Jen Sey stated in a corporate blog post on June 26. “When we re-engage will depend on Facebook’s response.” Sey acknowledged some of the recent steps Zuckerberg has taken, but “it’s simply not enough,” she said. The clothier has a history of inserting itself into the political arena.
The beverage giant on June 26 said it would pause spending on all social media platforms globally, including Google-owned YouTube, for at least 30 days.
The candy marketer joined the July boycott on June 26, and also stated it would slash its spending with the social media giant by a third for the rest of the year, including on Instagram.
The marketer's U.S. division on June 26 became the first automaker to publicly join the movement, stating that during July it would “withhold its advertising on Facebook and Instagram, choosing to stand with people united against hate and racism.”
The consumer packaged goods giant on June 26 halted all ad spending on Facebook, Instagram and Twitter in the U.S. through the end of the year. The company had spent $42.3 million on Facebook (not counting Instagram) ads in 2019 and $2.1 million each month in April and May, according to Pathmatics. Its Ben & Jerry’s brand made the move earlier, saying on June 23 it would pause Facebook spend “to stop its platform from being used to spread and amplify racism and hate.”
Blue Shield of California
For the month of July, Blue Shield of California is not sharing any content on Facebook or Instagram, paid or non-paid, the company announced in a tweet on June 26.
“Count us out Facebook,” JanSport wrote in a tweet on June 26. The backpack and apparel brand says it will stop advertising on Facebook and Instagram for the month of July, standing with the NAACP and ADL.
Don MacAskill, CEO at image and video service Flickr, which also owns SmugMug, posted on Twitter on June 26 that the company would halt Facebook advertising. “We're a tiny fish in a massive ocean, but we're happy to be joining the boycott,” he wrote.
The brand joined the boycott on June 26, targeting Facebook and Instagram. As a direct-to-consumer pure play, Birchbox’s move represents a bigger sacrifice than other brand moves, because it is leaving two of the top platforms for direct sellers.
The lending company announced in a tweet it would pause ads on Facebook and Instagram starting July 1.
On June 25, Djamel Agaoua, CEO of Viber, announced in a tweet that the Rakuten-owned instant messaging service will stop advertising on the platform and will remove Facebook-related contact points from its app, including Facebook Connect, Facebook SDK and Giphy. “Facebook mishandles users' data, lacks privacy in its apps, and has taken an outrageous stand avoiding the necessary steps to protect the public from violent and dangerous rhetoric,” writes Agaoua.
The nation's largest carrier on June 25 set off a cascade of boycotts from other brands after the Anti-Defamation League and NAACP published an open letter saying its ads were being placed next to hateful content on Facebook. Verizon in a statement said it was “pausing” its ad spend on the social media platform until a brand safety solution was developed to prevent the issue from happening again. In 2017, Verizon took similar action against YouTube.
The women’s clothing brand announced in a tweet on June 24 that it would pause all ads on Facebook and Instagram for the month of July.
On June 23, the film distributor announced in a tweet that it would halt advertising on Facebook and Instagram, starting immediately, through the end of July. “We are seeking meaningful change at Facebook and the end to their amplification of hate speech,” the company stated in a tweet.
In a tweet on June 23, Canadian outdoor brand Arc'teryx announced it would stop advertising on Facebook and Instagram globally through “at least the end of July.”
Ben & Jerry’s
The Unilever-owned ice cream brand announced it would pause its Facebook ads ahead of Unilever joining the cause. “Facebook, Inc. must take the clear and unequivocal actions to stop its platform from being used to spread and amplify racism and hate,” wrote the brand in a tweet on June 23.
The Bellevue, Washington-based retailer on June 23 tweeted that it would stop its paid ads on Facebook and Instagram through the end of July, effective immediately.
Password manager Dashlane said in a tweet on June 22 that it would stop all paid and organic posts on Facebook and Instagram through July “at minimum.”
The Ventura, California-based brand on June 21 froze its Facebook and Instagram spend "at least through the end of July, pending meaningful action from the social media giant,” marketing head Cory Bayers said in a statement.
The recruiting company’s CEO, Hayden Brown, says “We’re out too,” in a tweet on June 19, announcing it would stop ad spend on Facebook in July.
The outdoors retailer on REI on June 19 announced an Instagram and Facebook ad freeze for the month of July as the brand continues to put “people over profits.”
The North Face
The outdoors apparel retailer on June 19 became the first high-profile brand to join the Facebook ad boycott, saying it would pause its U.S. spend immediately “until stricter policies are put in place to stop racist, violent or hateful content and misinformation from circulating on the platform.”