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Disney pauses spending on Facebook ads over #StopHateForProfit

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Disney has reportedly joined the ‘Stop Hate for Profit’ campaign, pausing its advertising spending on Facebook and Instagram over their handling of hate speech throughout July 2020.

Social media platforms continue to attract criticism for their handling of hate speech. In response, corporations and advertisers are pulling away as part of #StopHateForProfit.

The Wall Street Journal (via The Verge) reported that Disney has significantly reduced its spending on Facebook and Instagram advertising.

According to the WSJ, Disney has paused ads for the Disney+ streaming service on Facebook, and for its Hulu streaming service on Instagram.

Disney reduces spending on Facebook, Instagram

Disney spent approximately $210 million for Disney+ adverts on Facebook in the US in the first half of 2020, said WSJ. It spent $16 million for Hulu adverts on Instagram between April 15 and June 30.

The ‘Stop Hate for Profit’ campaign was created by a civil rights coalition that includes the Anti-Defamation League, the NAACP, and Color of Change.

In a post on July 7, Facebook COO Sheryl Sandberg said the company “stands firmly against hate”. She added: “We are making changes – not for financial reasons or advertiser pressure, but because it is the right thing to do.”

#StopHateForProfit has resulted in more than 500 companies pulling their ads from Facebook. These include Starbucks, Unilever, Coca-Cola, Volkswagen, Adidas, Reebok, Verizon, Microsoft, Ford, and Ben & Jerry’s.

Facebook “stands firmly against hate”

Six Flags, the first theme park company to join the campaign, recently confirmed that it is taking a break from paid advertising on Facebook.

Imperial War Museums (IWM) is the first British cultural institution to join #StopHateForProfit, asking Facebook “to take some responsibility and accountability”.

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Bea Mitchell

Bea is a journalist specialising in entertainment, attractions and tech with 10 years' experience. She has written and edited for publications including CNET, BuzzFeed, Digital Spy, Evening Standard and BBC. Bea graduated from King's College London and has an MA in journalism.

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