Home Articles ‘We’re In. We’re Out’: The North Face becomes the first major company to boycott Facebook as the calls for advertisers to walk out of the platform in July intensify

‘We’re In. We’re Out’: The North Face becomes the first major company to boycott Facebook as the calls for advertisers to walk out of the platform in July intensify

The North Face has become the first major brand to boycott Facebook on the heels of mounting pressure from civil-rights organizations over the platform’s content-moderation policies and handling of hate speech in the aftermath of George Floyd’s death.

In a tweet saying “We’re in. We’re Out” the clothing company announced Friday it would stop buying Facebook ads in the US in solidarity with organizations including the NAACP, the Anti-Defamation League, and Sleeping Giants.

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.

North Face
The North Face is the first major brand to pull advertising from Facebook over content-moderation issues. 

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.

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