The North Face has become the most high-profile brand to join a Facebook ad boycott that has been brewing all week following a call-to-action by civil rights groups concerned about hate speech on the social network.
On Friday, The North Face tweeted that it would stop buying Facebook ads in solidarity with the civil rights organizations, including the NAACP and Anti-Defamation League. Earlier this week, the groups took out a full-page ad in The Los Angeles Times demanding Facebook remove hateful rhetoric and messages that could incite violence against protected groups.
"We’re in. We’re Out," The North Face tweeted on Friday, signaling its support of a Facebook ad boycott. The civil rights groups called on brands to pull out of Facebook for the month of July.
After sending the tweet, The North Face said it was not even waiting for July to start its protest. "Effective June 19, The North Face is halting all U.S. paid advertising with Facebook until stricter policies are put in place to stop racist, violent or hateful content and misinformation from circulating on the platform," a company spokeswoman said by email. "We know that for too long harmful, racist rhetoric and misinformation has made the world unequal and unsafe, and we stand with the NAACP and the other organizations who are working to #StopHateforProfit."
One of the organizers of the "defund Facebook" movement, Sleeping Giants, welcomed The North Face as the first major brand to speak out.
"CONFIRMED: @thenorthface becomes the first brand to pause their advertising on Facebook for July," Sleeping Giants tweeted.