The North Face, Honda, and now Coca Cola – more and more large companies no longer want to advertise on Facebook as long as the company does not take decisive action against disinformation and agitation. Now the pressure is working.
After an advertising boycott, Facebook announced a new way of dealing with content that violated the rules of the social network. According to CEO Mark Zuckerberg, postings should be deleted in which it is alleged that people of a certain origin, religion or sexual orientation pose a risk to safety or health. Content of general interest that violated the rules would now be flagged, it said.
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All posts and commercials for elections should be provided with a link to relevant information. There are “no exceptions for politicians in the new measures,” said Zuckerberg. A spokeswoman confirmed that the new approach would have flagged a controversial message from President Donald Trump in the past month.
Large corporations withdraw advertising money
Recently, the displeasure about the previous practice of Facebook had grown among the employees of the US corporation and congressmen, to leave the president’s embarrassing messages untouched. More and more corporations joined an advertising boycott.
Most recently, Coca-Cola announced a worldwide freeze on social media advertising for at least 30 days from July 1st. Honda also announced that it would no longer place ads on Facebook and Instagram in July to send a signal against “hate and racism”. Unilever goes even further. The British-Dutch consumer goods giant no longer wants to advertise on Facebook, Instagram and Twitter due to the US presidential election in November by the end of the year in the United States. “The polarized atmosphere places an increased responsibility on brands to build a trustworthy and secure digital ecosystem,” the company wrote on Twitter. The advertising waiver applies immediately.
The boycott is likely to have played a major role in giving in to Zuckerberg. Almost all of the Group’s revenue comes from the advertising business.
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