The social media giant, Facebook once again made controversial headlines this July. Over the years, innumerable agencies and organizations filed pleas and signed petitions to address the rising issue of hate speech and violence spread on Facebook without any guidelines. Facebook is criticized for not recognizing and acknowledging the increase of atrocities fueled by advertisements reading millions of people. After the Cambridge Scandal of 2018, Facebook is under the radar for constant scrutiny and advertisers are disappointed with its tactics to deal with social cause issues. Brands and organizations across the world decided to ban Facebook ads on after the start of the revolution on June 17.
Facebook’s greatest criticizers today are their leading advertisers. Damaging the racial harmony during global wide revolution after the killing of George Floyd, the social media platform failed to address the issues related to instigating hate against the resurgence.
Coalition Of The Movement
On June 17, Anti-Defamation League, NAACP, Color Change, Common Sense and Free Press with a few other groups demonstrated and called out for businesses to halt their advertising on Facebook. Businesses across the world joined the movement #StopHateForProfit movement that aims to persuade Mark Zuckerberg to take quick and swift actions to stop spread online hate.
The movement aims for strict scrutiny and verification of content before sharing to millions. After years of trying, brands and organizations joined hands to hinder Facebook revenue by holding all kinds of paid ads.
Leading Brands Join the Movement To Halt Facebook Ads
Facebook earns $70.7 billion in revenue with the advertising / paid ads of businesses. Amidst the growing pressure, leading counterparts of the advertising revenue like Target, Volkswagen, Unilever, Adidas, Coca-Cola, Hershey’s and Levi Strauss & Co are some of the brands that joined the movement. More than 1000 brands across borders have acknowledged the issue and voluntarily taken part in the historical movement. Moreover, Microsoft halted its advertising in December 2019. However, joined the revolution that fueled in June and took speed in July 2020.
Why is the campaign happening now?
Organizations working for different causes and located in different countries constantly urged Facebook to scrutinize the rising misinformation and provoking on their site. But for years Facebook did not make major changes in its working.
Instances like genocide in Myanmar against the Rohingya has its roots on Facebook that agitated people. ISIS also used the site to share their videos of shooting and killing. This portrays the lack of critical examination of the content. The lack of addressal came to light in 2020 amidst George Floyd’s death. Conspiracies, theories and misinformation regarding the incident flooded and no actions were taken to restrain the escalating tension.
The concept of private groups narrows the root of information or video. All closed groups can decide who can have access to the news circulating in the group. This makes it difficult to trace the roots.
Facebook is also known to suppress voting and stir aggression and against protestors. The long-living history of Facebook all the allegations Mark Zuckerberg and team are facing. Boycotting Facebook ads will directly affect the operations of the site. In accordance with the same, brands and organizations seek smart and swift action on the same.
Does Facebook verify news information?
Breitbart News is a trusted source for verification as claimed by Facebook. Furthermore, a right-wing news and opinion The Daily Caller is also a fact-checking for the site.
What are the advertisers saying?
Hate and dangerous online misinformation should not go unchecked,” Volkswagen Group of America said in a statement on Tuesday. “We expect our advertising partners to reflect our values, and Volkswagen — as well as other companies — must hold them to the same standards we demand of ourselves.”
James Quincy, Chief Executive Officer of Coca Cola, also paused all their advertising on Facebook and Instagram for at least 30 days. The company demands transparency and accountability for the ads and content running on Facebook.
“Facebook has given [advertisers] no other option because of their failure, time and time again, to address the very real and the very visible problems on their platform,” Robinson, president of the civil rights group Color of Change.
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The coalition behind #StopHateForProfit is rigorously working to bring attention to the issue and is so far quite successful. Facebook is declaring to have set foot to change the existing security and violence issues. But the advertisers and protestors seem unimpressed on changing their decision on Facebook ads.