The North Face was the first well-known brand to join Facebook's ad boycott.
This became known from Twitter company in which she left a message that she would stop buying ads in Facebook in solidarity with human rights organizations like the NAACP and the Anti-Defamation League. Previously, these organizations published an appeal in the Los Angeles Times calling on Facebook to remove posts that could incite violence against vulnerable groups. It also contained an appeal to brands to support this position and leave the social network in July.
The North Face stated that she was leaving Facebook right now and would not wait until next month. According to a spokesperson for the company, they are halting all paid advertising in the US through Facebook until stricter rules are in place to stop the distribution of posts that incite violence, hate, racism, or plain misinformation. The ad protest will also extend to Instagram, which is owned by Facebook. True, there are some assumptions here - posts will still appear, but not paid advertising.
Facebook has already responded to The North Face's actions, saying it respects the decision of any brand and continues its efforts to eliminate incitement to violence and other such posts. Apart from this general statement, the social network has nothing more to offer.
Negativity towards Facebook intensified after Trump's post, in which he actually called for the shooting of demonstrators who oppose police brutality in the streets. And although Mark Zuckerberg publicly expressed his negative attitude towards such statements, Facebook did not delete the president's statement. And this was just one of many events that led to a whole campaign calling for a boycott of the social network. Facebook representatives then said that they were in a difficult situation: on the one hand, the presidential administration, demanding to stay on the sidelines, and on the other, many human rights activists with the exact opposite opinion.
This is not the first time Facebook has been attacked by the general public. So, earlier the social network was accused of "merging" user data. And although Facebook's position is still very strong, the company is gradually becoming a real pariah, its reputation is rapidly declining.
Meanwhile, other companies began to join the July protests against the social network. For example, advertising agency 360i has already sent a notification to their customers. The North Face is the first truly major brand to join the protests. And, you can be sure that it will not be the last.