Capossela seems confident that despite ongoing communication between Microsoft and Facebook, the company's suspended marketing efforts on the social media platform will continue beyond the Stop Hate for Profit boycott deadline of July, and will most likely continue well into August.
The Vancouver-based athleticwear companies confirmed to The Canadian Press that they are pulling their paid ads from Facebook and joining the StopHateForProfit boycott that has already been supported by Coca-Cola, Unilever, Honda America, Patagonia and more.
Champions of the.StopHateForProfit boycott - led by civil rights and advocacy groups including the Anti-Defamation League and National Association for the Advancement of Colored People - say Facebook has not done enough to keep racist, false and unsafe content or white supremacists off its platform.
The Stop Hate for Profit campaign was started by several USA civil rights groups after the death of African-American George Floyd in police custody triggered widespread protests against racial discrimination in the United States.
Over the weekend, Zuckerberg responded to mounting criticism, explaining in a Facebook post that the company is expanding its ads policy to prohibit claims that people from a specific race, ethnicity, national origin, religious affiliation, caste, sexual orientation, gender identity or immigration status are a threat to the physical safety, health or survival of others.
Diageo, along with Coca-Cola last week, also said it would pause paid advertising on "major social media platforms", meaning even smaller players such as Twitter, Snapchat and TikTok are being affected. "In the meantime, Facebook can take steps to demonstrate it will reduce hate speech further on the platform; although more content oversight could bring more regulatory risks to the forefront".
Moosehead, which is behind the Moosehead Lager, Cracked Canoe, Alpine Lager and Hop City brands, joined the pledge on Monday afternoon and said it will stop advertising on both Facebook and Instagram. "We've opened ourselves up to a civil rights audit, and we have banned 250 white supremacist organizations from Facebook and Instagram", a Facebook spokesperson told Daily Hive in a statement. "Shares of Facebook fell 8.3% on Friday after Unilever and other brands boycotted ads on the social network", a report says.
Calls for an advertising boycott of Facebook next month have come from the NAACP, the big civil rights group that defends African Americans' interests, and the Anti-Defamation League, which fights anti-Semitism.
"Advertisers have various platforms that they have available, depending on the target group the company is looking for", said McNeish.
In early June a campaign dubbed Stop Hate for Profit began calling on major corporations to pause or completely pull out of Facebook advertising as a protest against hate speech on the platform.
Facebook's market value has since fallen by $56 billion, while Zuckerberg's net worth is now down to $82.3 billion, moving him from the third richest person in the world - behind Jeff Bezos and Bill Gates - to fourth.
McNeish doesn't think the losses will weigh on Facebook or Zuckerberg much.
Country Stars Criticized for Packed Concerts During Pandemic
He also said that, 'the safer we are now, the quicker that we get to actual, normal, live shows, which is what I know we all want. U.S. country music star Chase Rice has responded to criticism after he played a packed concert to hundreds of fans.