Coca-Cola is another company that is slowing down its Facebook ad campaign. However, the beverage brand will also temporarily abandon its advertising on all other social platforms, including Instagram and Twitter. The decision will take effect on July 1 and will be in effect for at least one month, according to a statement on its website signed by James Quincey, CEO of The Coca-Cola Company.
The Coca-Cola movement is, of course, due to the hate speech that prevails on the networks, even in the ads themselves. The fact is that those responsible for social platforms are not taking adequate measures to combat the problem: “There is no place for racism in the world and there is no place for racism in social networks. The Coca-Cola Company will stop paid advertising on all social platforms worldwide for at least 30 days. We will take this time to re-evaluate our advertising policies to determine if revisions are needed. We also expect greater accountability and transparency from our social media partners.
Several companies have taken the same path as Coca-Cola recently. One of these is Unilever, which is owned by several brands including Dove, St. Ives, Hellmann’s, Lipton, Knorr, Popsicle and Vaseline, to name a few. “Continuing to advertise on these platforms at this time would not add value for individuals and society. We will be monitoring and rethinking our current position if necessary,” they said.
Verizon, one of the largest operators in the United States, also jumped ship on Facebook. They said their ads will stop showing until the social network “can create an acceptable solution” that makes them feel comfortable. In fact, they point out that they were able to resolve a similar situation with YouTube. “We have strict content policies and we have zero tolerance when they are violated, we take action,” said John Nitti, Verizon’s media director.
Facebook, as late and bad as ever, caught up to its customers’ movement quickly. Mark Zuckerberg said they are expanding their advertising policy to “prohibit claims that people of a specific race, ethnicity, national origin, religious affiliation, caste, sexual orientation, gender identity or immigration status are a threat to the physical safety, health or survival of others”.However, companies like Coca-Cola want to see effective, rather than reported, actions that rarely translate into real results.