Various established corporations have pulled their advertising from Facebook's platforms as part of the Stop Hate For Profit campaign.
So far The North Face, Patagonia and Ben & Jerry's have all boycotted Facebook ads.
The inititative aims to get brands to boycott Facebook ads for the duration of July, as a result of Mark Zuckerberg's decision not to remove a controversial post made by Donald Trump. The part of the message where the President stated "When the looting starts, the shooting starts" was viewed as immoral and incendiary by his opponents.
The President had also shared the message on Twitter, but Twitter decided to "hide" the Tweet with their newly introduced warning labels, on the basis that the message was a "glorification of violence".
The North Face explained it would be joining the boycott on Facebook "until stricter policies are put in place to stop racist, violent or hateful content and misinformation from circulating on the platform."
"We will pull all ads on Facebook and Instagram effective immediately" - Patagonia
Ben & Jerry's shared a simmilar statement on Twitter saying, "We will pause all paid advertising on Facebook and Instagram in support of the StopHateForProfit campaign."
Likewise Patagonia said, " We will pull all ads on Facebook and Instagram effective immediately, through at least the end of July, pending meaningful action from the social media giant."
According to the BBC, many of the staff at Facebook felt "ashamed" at the decision to safeguard Trump's message. Some members held a virtual walkout at the beginning of June to protest the decision, similar to the walkout Google staffers did in 2018 - which protested the company's treatment of women in light of allegations of harrasment.