Outdoor clothing brand The North Face apparently, doesn’t believe in free speech nor the laws that govern the public trust. They have become the first major brand to pull advertising on Facebook, whose unlawful censoring of content has resulted in numerous lawsuits, as well as new social media platforms being created. The reason for the ad boycott? The North Face claims that Facebook is complicity in the “spread of information” and wants even more heavy-handedness from Facebook to supersede their protections of a platform and censor heavily as a publisher in violation of the law against what the company calls “racist, violent and hateful content.”
The company announced the decision by quoting a tweet by the NAACP about the spread of misinformation on Facebook’s platform.
“We’re in. We’re Out @Facebook,” the company tweeted, pointing to the NAACP.
The NAACP responded, “It is clear that Facebook and its CEO, Mark Zuckerberg, are no longer simply negligent, but in fact, complacent in the spread of misinformation, despite the irreversible damage to our democracy…”
— The North Face (@thenorthface) June 19, 2020
Business Insider reports:
In a follow-up statement to Business Insider, the company said it would also halt paid advertisements on Instagram, which is owned by Facebook.
“We know that for too long harmful, racist rhetoric and misinformation has made the world unequal and unsafe, and we stand with the NAACP and the other organizations who are working to #StopHateforProfit,” Steve Lesnard, The North Face’s global VP of marketing, said in a statement.
A company spokesman said it was halting all US paid advertising with Facebook, effective June 19, until stricter policies are in place to stop racist, violent, and hateful content and misinformation from circulating on the platform. The North Face is not pulling ads from Facebook-owned Instagram, CNN reported.
Carolyn Everson, Facebook’s VP of global business group, said that the company was in conversation with marketers and civil-rights organizations about how they could work with them to “be a force for good.”
“We deeply respect any brand’s decision and remain focused on the important work of removing hate speech and providing critical voting information,” Everson said in a statement.
Facebook’s VP of Global Marketing Solutions, Carolyn Everson, commented on the movie stating that it was in conversation with marketers and civil-rights organizations about how they could work with the group to “be a force for good.” Everson stated: “We deeply respect any brand’s decision and remain focused on the important work of removing hate speech and providing critical voting information.”
Advertising via Facebook has become a particularly hot topic in recent months, IPG Mediabrands’ Elijah Harris told Business Insider in a recent interview that advertising on Facebook was now an issue of “brand safety, not political activism.” Another ad-agency source told Business Insider that their agency anticipated a number of other brands to also walk out on Facebook.
Clearly, The North Face might make good products, although overly expensive, but one thing is for sure, they are anything but American. They are Marxists at their core, and a boycott should ensue from every person who has been a patron of their products.
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