Facebook Ad Boycott- What does this mean for me?

We're a week into July, which means it's been a week since the beginning of the Facebook Ad Boycott called on by #StopHateForProfit. Massive advertisers like Coca-Cola, Starbucks, Adidas and Clorox have pulled their ads from Facebook for this month. So, what does that mean for the rest of us utilizing Facebook Ads?

Let's start at the beginning, a civil right coalition which included the Anti Defamation League (ADL) and the NAACP, started the #StopHateForProfit campaign when they noticed all this hateful advertising being allowed by Facebook. They called on Facebook to make a change, and none was made. As many of you know, Facebook owns Instagram, so many are boycotting Instagram as well.

Facebook CEO, Mark Zuckerberg, responded “We’re not gonna change our policies or approach on anything because of a threat to a small percent of our revenue, or to any percent of our revenue.” In response to this, we started to see over 180 massive corporations pulling their advertisements for the month of July. It's important to note Facebook's small business advertising revenue is way more significant to their income. Today, the advertisers who have pulled their ads has reached over 1,000.

Some of what #StopHateForProfit wants:

• Facebook to refund advertisers if ads have previously shown up next to hateful content which was later removed for violations of terms of services.
• Facebook find the hateful groups and remove them.
• Facebook to ensure all content regarding politics and voting is accurate.

Facebook as a result to these demands (read the full list here) is promising to label controversial content, ban ads that offer hate to small groups. Facebook COO Sheryl Sandberg wrote yesterday ahead of today’s scheduled meeting with Stop Hate for Profit, “While we won’t be making every change they call for, we will put more of their proposals into practice soon.” She said they would not be making these changes for financial reasons, rather because it's the right thing to do.

Many Nonprofits are now wondering what is the right thing to do?

It is important to note if are continuing your ads on Facebook, none of this means your ads will be hindered. This is solely companies choosing not to place their ads on Facebook, not Facebook denying them. We are absolutely not qualified to tell you what your Nonprofit should be doing, nor do wish to do so. We, however, are encouraging you to stay informed, and keep up with evolving Facebook policies. In the midst of Covid-19 many Nonprofits cannot afford to join in this boycott. A lot of small businesses are also in the same spot. That's okay. There are ways to work around this if you cannot, or choose not to participate.

1. Continue placing ads on Instagram and Facebook.
2. Post on Facebook, but don't pay for ads.
3. Send your posts directly to those who like your page and follow it, and/or tag them.
4. Use peer-to-peer campaigns.
5. Talk with leaders of your Nonprofit to come to a middle ground, if you feel it is important your organization takes a stand, but can't afford to stop advertising through these platforms.

We will be providing the most up to date information on this case. Follow us on Twitter or like us on Facebook to keep up.