CROPP Cooperative, owner of the Organic Valley organic food and beverage brand, said Wednesday it will stop spending money on Facebook ads in July to pressure the social media giant to stop the spread of hate speech and misinformation.
The boycott follows the call of the Stop Hate for Profit campaign, which recently accused Facebook of allowing “racist, violent and verifiably false content to run rampant on its platform,” and urged advertisers on the social media platform, as well as Instagram, to suspend ad spends during the month of July. Facebook acquired Instagram in 2012 for $1 billion.
“Our values are rooted in cooperation and community, and we believe sustainability, in all facets, is fundamental to building a strong future. Today we stand with all of you who are united against hate speech and racism as we pause all advertising on Facebook and Instagram,” Organic Valley posted on its Facebook and Instagram pages. “We hope that Facebook’s leadership will heed calls from millions of citizens and business leaders to create a platform that’s safer for all communities.”
La Farge, Wis.-based Organic Valley said during July it will still “occasionally pop up in your newsfeed, delivering beautiful moments from our farms, but you won’t see any ads or sponsored content coming from us.” Check out Organic Valley’s Facebook post and Instagram post.
Another natural food industry stand-out, KIND Snacks, also said it will pause its Facebook and Instagram ads for the month of July. Executive Chairman Daniel Lubetzky said in a statement that if Facebook “doesn’t take visible, measurable and assertive efforts to effectively prevent the promotion of hate, division, defamation and misinformation” by the end of the year, it will consider suspending its Facebook spend indefinitely.
Multinational food company Mars Inc. said in a statement it will “pause paid advertising globally across news feed based social media platforms, including Facebook, Instagram, Twitter, and Snapchat.”
So far, nearly 250 companies and organizations have joined the campaign, including Starbucks, Ben & Jerry’s and its parent company Unilever, Coca-Cola, Pepsi, coffee roaster Blue Bottle Coffee, Patagonia, Chobani, Target, Verizon, Adidas, The North Face, Pfizer, and Diageo, one of the world’s largest producers of spirits and beers.