Unilever is ceasing all U.S. ad spending from social-media platforms Facebook, Instagram and Twitter through the end of the year — and possibly beyond, citing the “polarized atmosphere&…
through the end of the year — and possibly beyond, citing the “polarized atmosphere” in the country.
The consumer goods giant’s announcement Friday comes amid the widening #StopHateForProfit boycott targeted at Facebook, organized by groups that want to pressure Facebook into adopting more aggressive steps to combat hate and harassment.“Given our Responsibility Framework and the polarized atmosphere in the U.S., we have decided that starting now through at least the end of the year, we will not run brand advertising in social media newsfeed platforms Facebook, Instagram and Twitter in the U.S.
Unilever-owned Ben & Jerry’s had already committed to pulling ad spending from Facebook for the month of July under the “Stop Hate for Profit” initiative, along with marketers including Magnolia Pictures, REI, Patagonia, North Face, and Eddie Bauer.until the social-media giant can provide a brand-safety solution. That came after one of the telco’s ads appeared on Facebook adjacent to a video from conspiracy group QAnon.
U.K.-based Unilever, in announcing the decision to suspend social-media spending, said “there is much more [work by the platforms] to be done, especially in the areas of divisiveness and hate speech during this polarized election period in the U.S.” The company added, “The complexities of the current cultural landscape have placed a renewed responsibility on brands to learn, respond and act to drive a trusted and safe digital ecosystem.”
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