North Face Becomes First Big Brand To Join Facebook Boycott

MK Digital Line
North Face became the first big brand to commit to an advertising boycott of Facebook called for by top civil rights groups, announcing that it won’t work with Facebook until issues of misinformation and hate speech are better addressed.

The outdoor apparel company announced its decision to join the boycott in a Friday tweet, simply saying “We’re in. We’re out. #StopHateforProfit”.

A later statement clarified that 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.

However, this commitment does not apply to Facebook-owned Instagram.

The #StopHateForProfit campaign was launched on Wednesday by civil rights groups who are pressuring large customers to halt July advertising with a company they say doesn’t stop “bad actors using the platform to do harm.”

The campaign website criticizes Facebook for how it has handled misinformation and hate speech amid international anti-racism protests, which has also sparked internal backlash including employee protests, resignations and condemnation from former staff.

"Let's send Facebook a powerful message: Your profits will never be worth promoting hate, bigotry, racism, antisemitism and violence," reads the #StopHateForProfit website.

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