Coca-Cola has announced the suspension of advertising on all social media platforms around the world.
Within weeks of the group calling on Facebook advertisers to suspend their advertising expenditures for July, more than 90 major advertisers, including Levi's, Dockers, Patagonia, REI, Lending Club, and The North Face, announced their intention to join the campaign.
Coca-Cola will suspend paid advertising on all social media sites around the world for at least 30 days, said James Quincy, CEO of Coca-Cola. He added that Coca-Cola will take the time to re-evaluate its advertising policy to identify opportunities for a review. Coca-Cola specified that the company would not join the official boycott of Facebook, but said it was taking a pause in advertising on the social network.
Messages from Coca-Cola came after Unilever Corporation, whose brand portfolio includes Dove, Ben & Jerry's, and Hellmann's, said it would stop advertising on Facebook, Instagram and Twitter in the U.S. until at least December 31. Unilever, like other advertisers, wants to force Facebook to strictly control user posts that may be associated with racism, violence, and discrimination against people of different races and religions. Big brands do not want to advertise next to racist content and might even demand an end to advertising budgets if ads are shown next to inappropriate content.
Procter & Gamble Corporation also said it is reviewing all media channels and platforms with which it cooperates and is willing to take steps to prevent its advertising campaigns from being placed next to discriminatory content.
Facebook's CEO Mark Zuckerberg said he was willing to discuss social media policies to combat inappropriate speech, but this was not due to the growing boycott from major advertisers. In a recent announcement to advertisers, the social network stated that "boycotting is not the way we can make progress together".
Facebook executives also said the company will not change its policies and operating principles due to financial pressure.
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