Is this the push that Facebook needs to take some responsibility?
Advertising boycotts typically create more chatter than change, but a new one against Facebook over its refusal to keep in check what many groups see as incendiary hate speech on its platform may be the push the company needs to take some responsibility.
As for whether the boycott is actually about impacting Facebook financially, or more of an effort to bring public awareness about the platform allowing hate speech and white supremacist groups, as well as “voter misinformation targeted toward Black people,” as Ogunnaike put it, she said “we want both.”
But with continued protesting and activist agitation over decades of police brutality against Black people and institutionalized racism in all sorts of industries, including media, Zuckerberg and Sandberg may not be able to maintain their defense of inaction. Especially as platforms like Twitter and Snapchat have been public in their recent efforts to better label misinformation and incendiary speech on its platforms, even from President Trump.
Most of the brands that have so far agreed to boycott are smaller advertisers. Eileen Fisher, The North Face, REI, Patagonia and Arc’teryx have all joined. Combined, they’ve spent just $1.1 million over the last two months across Facebook and Instagram, according to Sling & Stone. Even if all those brands boycotted the platforms for the next year, that would account for just over 0.01 percent of Facebook’s revenue.
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