As the monthlong Stop Hate for Profit campaign calling on advertisers to boycott Facebook comes to an end today, many brands are still deciding whether to return their ad spend to the social network’s platforms.
Some major brands that made a show of withdrawing their digital ad spends, including Chipotle, are extending their commitment to forgo advertising on Facebook and Instagram. Others, such as The North Face, are slowly returning to the platforms.
The actions Facebook has taken to meet brands’ demands to clean up hate speech and misinformation have left many cautiously optimistic, said Joshua Lowcock, chief digital officer for UM and global brand safety officer for Mediabrands.
“There’s definitely been a different level of engagement on these key issues and a different level of public engagement,” Lowcock said. “The thing about all of this is that it’s important for advertisers to have a diversified media investment.”
Outdoor recreation company The North Face—the first major brand to join Stop Hate for Profit on June 25—plans to resume its Facebook and Instagram ad spends in August, referencing “constructive conversations with Facebook.”
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