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The Growing Facebook Boycott: Who's Joining Now?

Published on: November 20 2023 by Yahoo Finance

The Growing Facebook Boycott: Who's Joining Now?

Table of Contents

  1. Introduction
  2. The Campaign Against Facebook Ads
    1. Companies Joining the Campaign
    2. Financial Impact on Facebook
    3. History of Facebook Controversies
    4. Expectations for Meaningful Change
  3. The Revenue Hit and Non-Committal Companies
    1. Approximated Revenue Loss
    2. Lingering Companies' Intentions
    3. Lessons from YouTube's Advertiser Boycott
    4. Hoping for Significant Commitment from Facebook
  4. Potential Changes and Mark Zuckerberg's Position
    1. Possibility of Internal Revolt
    2. The Future of Instagram
    3. Mark Zuckerberg's Control
  5. The Defining Moment for Facebook
    1. Actions Speak Louder Than Words
    2. Sustaining the Movement
    3. Impact on Shareholders
  6. Making the Internet Better
    1. Rectifying Toxicity in Social Media
    2. The Importance of Companies' Actions
    3. Inflection Point for Change
  7. Investing in Google or Snapchat
    1. Other Alternatives for Investment
    2. Snapchat's Promising Approach
    3. Google's Dominance in the Industry
  8. Conclusion

The Impact of Companies Suspending Facebook Ads

The recent #StopHateForProfit campaign has gained momentum, and many renowned companies have pledged to stop spending money on Facebook ads for the month. Joining this growing movement are household names such as Starbucks, Coca-Cola, Ford, and Verizon, the parent company of Yahoo Finance. This article will discuss the financial impact of these companies' actions on Facebook's future. The primary focus will be on the potential loss in revenue for Facebook and the expectations for meaningful change within the company.

1. The Campaign Against Facebook Ads

1.1 Companies Joining the Campaign

Multiple companies have joined the #StopHateForProfit campaign, expressing their dissatisfaction with Facebook's handling of hate content. These companies aim to put pressure on Facebook to take meaningful action and address the concerns regarding hate speech on its platforms. By suspending advertising on Facebook, they hope to contribute to the push for change.

1.2 Financial Impact on Facebook

The suspension of advertising by notable companies like Starbucks, Coca-Cola, Ford, and Verizon raises concerns about the financial impact on Facebook. Despite the significance of these companies, it is important to note that they represent only a small portion of Facebook's ad revenue. The top 100 companies that advertise on Facebook account for approximately 6% of the company's total ad revenue. While their involvement in the campaign is a substantial step, it remains to be seen how long these companies can sustain their boycott and if more will join to create a more significant impact.

1.3 History of Facebook Controversies

Facebook has faced numerous controversies in the past, including the Cambridge Analytica scandal and data tracking scandals, yet the company has managed to rebound from them relatively unscathed. However, this time seems different. The ongoing global protests against racial injustice and the growing demand for meaningful change have intensified the scrutiny on Facebook's practices. The accumulated backlash, combined with the #StopHateForProfit campaign, has resulted in an 8% drop in Facebook's stock price.

1.4 Expectations for Meaningful Change

The #StopHateForProfit campaign aims to hold Facebook accountable for its role in spreading hate content and misinformation while demanding meaningful change. Many advertisers want Facebook to show a genuine commitment to addressing these issues, surpassing the previous cycle of empty promises. The hope is for Mark Zuckerberg, who holds significant control over the company, to take decisive action in combating hate content, giving advertisers more control over where their advertisements appear. If Facebook meets these expectations, advertisers may return, but substantial action is required to regain trust and sustainably improve the platform's environment.

2. The Revenue Hit and Non-Committal Companies

2.1 Approximated Revenue Loss

The number of companies joining the boycott is approaching 250, potentially resulting in a revenue loss of over a billion dollars this year for Facebook. However, it is crucial to consider the non-committal nature of some companies. While they may appear on the list of boycott participants, some are only suspending advertising for a month or expressing a desire to see better from Facebook. Their long-term commitment remains uncertain, and it is uncertain how substantial the actual revenue hit will be.

2.2 Lingering Companies' Intentions

Beyond the immediate impact on big companies, there is growing concern about the ripple effect on smaller businesses. Many of these businesses heavily rely on advertising on Facebook, making it a critical channel for their survival. While some smaller companies express a desire to participate in the campaign, they fear the potential consequences for their business if they were to suspend their advertising on Facebook. Hence, sustaining the momentum of the movement and encouraging more companies to join remains a challenge.

2.3 Lessons from YouTube's Advertiser Boycott

In 2017, YouTube faced a similar advertiser boycott due to advertisements appearing next to hate content. Advertiser after advertiser pulled out, creating a significant backlash. However, YouTube made minor modifications to its ad policy, and the controversy eventually died down. It serves as a reminder that sustained pressure and changes can lead to meaningful responses from tech giants. The hope is that Facebook can learn from YouTube's experience and address the advertisers' concerns to regain their trust effectively.

2.4 Hoping for Significant Commitment from Facebook

The key to long-term success lies in Facebook's commitment to making meaningful changes in its advertising policies and content moderation. Mere words will not suffice; Facebook needs to demonstrate genuine action and prioritize the fight against hate content and disinformation. Previous instances have seen Facebook weathering crises with minimal consequences, but this time, there is a growing expectation for substantive change. Both the boycott participants and shareholders hope that Facebook will rise to the occasion and create a platform that is no longer employed to spread abuse and hatred.

3. Potential Changes and Mark Zuckerberg's Position

3.1 Possibility of Internal Revolt

While there have been calls for changes and more responsible practices within Facebook, the departure of Mark Zuckerberg as the company's CEO is highly unlikely. As a significant shareholder and with substantial control over the company's direction, Zuckerberg has maintained his position despite controversies in the past. However, internal pressure from employees and public sentiment may force Facebook to make significant changes from within.

3.2 The Future of Instagram

Instagram, owned by Facebook, has emerged as a popular platform with a distinct identity. With its visually driven format, Instagram has attracted numerous advertisers and content creators. However, the recent controversies surrounding Facebook have escalated discussions about Instagram potentially breaking away from Facebook's control. This possibility adds another layer of uncertainty regarding the future direction and response of Facebook as a whole.

3.3 Mark Zuckerberg's Control

Mark Zuckerberg's considerable control over Facebook's decision-making processes remains a topic of concern for those seeking change. With a dual-class share structure that grants him majority voting power, Zuckerberg's vision for the company largely dictates its course. Shareholders and advocates for enhanced content moderation hope for increased accountability and oversight, but the extent of Zuckerberg's influence will impact the speed and nature of any potential reforms.

4. The Defining Moment for Facebook

4.1 Actions Speak Louder Than Words

The #StopHateForProfit campaign represents a significant shift in the way companies view and respond to Facebook's policies. Unlike previous controversies, this boycott indicates a collective demand for real change, rather than simply weathering the storm. Facebook's ability to address these demands with meaningful action will determine the impact of this boycott on the platform's future.

4.2 Sustaining the Movement

To truly make a lasting impact, companies must remain committed beyond the initial boycott period. A month-long boycott may bring attention to the issues at hand, but long-term change requires sustained pressure. If companies can endure and maintain their commitment, it will have a more profound effect on Facebook's practices and force the company to reckon with its role in perpetuating hate content.

4.3 Impact on Shareholders

Facebook's stock has experienced a notable drop in response to the #StopHateForProfit campaign and the broader social and political climate. The reactions of shareholders and investors in the coming months will be crucial in shaping Facebook's response. If the financial repercussions become more significant, shareholders may start exploring alternative investments, impacting Facebook's future growth potential.

5. Making the Internet Better

5.1 Rectifying Toxicity in Social Media

The #StopHateForProfit campaign and the increasing scrutiny on Facebook highlight a pressing need to address the toxicity within social media platforms. Companies participating in the boycott recognize the power they hold in shaping the future of online spaces. By taking a stand against hate content, they aim to foster a healthier digital environment for their brands, consumers, and society at large.

5.2 The Importance of Companies' Actions

This movement goes beyond individual actions by companies. It is a collective effort to hold social media platforms accountable for their role in amplifying hate speech and misinformation. By banding together, companies hope to signal their commitment to creating a safer and more inclusive online landscape. Their actions and demands reflect the responsibility they feel towards shaping a better future for digital interactions.

5.3 Inflection Point for Change

This moment represents a unique opportunity for change within social media platforms. The increased awareness and collective demands for accountability have placed the spotlight on Facebook's practices. The outcomes of this campaign, leading up to the November elections, will serve as a defining period, illustrating whether the industry can rectify the existing issues and work towards a more positive future.

6. Investing in Google or Snapchat

6.1 Other Alternatives for Investment

With the concerns surrounding the future of Facebook, investors may consider other digital advertising platforms as potential investment opportunities. Companies like Google and Snapchat offer alternative platforms with distinctive features and audiences. Evaluating these options and weighing the potential risks and opportunities can help investors make informed decisions about diverting their investment away from Facebook.

6.2 Snapchat's Promising Approach

Snapchat, known for its unique features and younger user base, has been making strides in the advertising landscape. With an engaged audience and an emphasis on user privacy, Snapchat has positioned itself as an attractive option for advertisers looking for an alternative to Facebook. However, investors should conduct thorough research to assess the platform's long-term growth potential.

6.3 Google's Dominance in the Industry

Google remains a dominant force in the digital advertising industry with its vast reach and array of advertising options. The company's diverse ecosystem, including search, YouTube, and various partner websites, offers advertisers extensive opportunities to reach their target audiences. As one of the industry leaders, Google presents a stable and reliable investment option for those seeking alternatives to Facebook.

7. Conclusion

The #StopHateForProfit campaign and the decision of prominent companies to suspend Facebook ads for the month have brought substantial attention to the platform's practices. This boycott represents a potential turning point for Facebook's future, with companies demanding real change in the way hate content is moderated. The success of this movement hinges on sustained pressure and meaningful actions from both Facebook and participating companies. The outcomes of this campaign may reshape the digital advertising landscape and pave the way for a more accountable and responsible online environment.


  • The #StopHateForProfit campaign has gained momentum, with companies like Starbucks, Coca-Cola, Ford, and Verizon joining the movement to suspend Facebook ads for the month.
  • Facebook's previous controversies have largely been brushed off, but the ongoing protests for racial justice and demands for meaningful change have intensified the scrutiny on the company.
  • The financial impact on Facebook from these suspensions may be significant, but the long-term commitment of companies and sustained pressure will determine the lasting effects on the platform.
  • The role of Mark Zuckerberg, with his control over Facebook, raises questions about potential internal changes and the future of Instagram.
  • The #StopHateForProfit campaign represents a defining moment for Facebook, and the extent to which they take action will determine the platform's future.
  • Companies participating in the boycott aim to rectify the toxicity in social media and contribute to the creation of a healthier online environment.
  • Investors may consider alternatives like Google and Snapchat for digital advertising investments amidst uncertainty surrounding Facebook's future.


Q: What is the #StopHateForProfit campaign? A: The #StopHateForProfit campaign is a movement in which companies pledge to stop spending money on Facebook ads for a set period as a means to pressure Facebook to tackle hate speech and misinformation on its platforms.

Q: How much revenue loss is Facebook expected to face? A: The revenue loss faced by Facebook due to the suspensions of advertising is estimated to be over a billion dollars this year, considering that nearly 250 companies have expressed their intention to join the boycott.

Q: Are all companies participating in the campaign fully committed? A: Not all companies participating in the #StopHateForProfit campaign are fully committed. Some are suspending advertising for only a month, while others want to see meaningful change from Facebook but are not part of the official movement.

Q: Has YouTube faced a similar advertiser boycott in the past? A: Yes, in 2017, YouTube faced a similar advertiser boycott when advertisements were inadvertently appearing next to hate content. It resulted in a significant backlash, but YouTube managed to address the concerns and regain advertisers' trust with minor policy modifications.

Q: Will Mark Zuckerberg's position change within Facebook? A: It is highly unlikely that Mark Zuckerberg's position as CEO will change. Despite controversies, he maintains a significant control over the company's direction due to a dual-class share structure. However, internal and external pressure may force Facebook to institute substantial changes.

Q: How long must companies sustain their commitment to make a lasting impact? A: Sustaining the commitment beyond the initial boycott period is crucial for making a lasting impact. The longer companies can sustain the pressure, the more significant the effects on Facebook's practices will be.

Q: Is there a potential investment opportunity in Google or Snapchat? A: Investors concerned about Facebook's future may explore alternative digital advertising platforms like Google or Snapchat. Google, with its diverse ecosystem, and Snapchat, with its unique features and younger user base, present potential investment opportunities.

Q: How can Facebook improve its future following the campaign? A: Facebook can improve its future by taking substantive action to combat hate content and giving advertisers more control over where their advertisements appear. Empty promises must be replaced with meaningful change, addressing the demands of the #StopHateForProfit campaign.

Q: How can the internet become a better place? A: Making the internet a better place requires concerted efforts from social media platforms and companies. Holding platforms accountable for hate speech, misinformation, and toxicity and promoting a safer and more inclusive environment will contribute to a healthier digital landscape.

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