The North Face announced its intention onÂ Twitter Friday by retweeting the NAACP, which accuses Facebook and its CEO, Mark Zuckerberg, of being â€œno longer simply negligent, but in fact, complacent to the spread of misinformation.â€Â
In follow-up tweets, the company responded affirmatively to queries asking if it was also pulling ads from Instagram, saying that its decision extends to â€œall Facebook owned properties.â€
After The North Faceâ€™s announcement, outdoor clothing company REI announced that it will follow suit.
In a statement to CNN, a spokesperson for Facebook said that the company â€œdeeply respect[s] any brandâ€™s decision and remain[s] focused on the important work of removing hate speech and providing critical voting information.â€
The #StopHateforProfit campaign accused Facebook of actively choosing not to moderate hate speech and said that it has â€œturned a blind eye to blatant voter suppression on their platform.â€
The campaign launched on Wednesday and is sponsored by civil rights groups that include the Anti-Defamation League and the NAACP. The movement calls on brands to pull Facebook ads for the month of July.Â
â€œ[Facebook] allowed incitement to violence againstÂ protesters fighting for racial justice in America,â€ the campaignâ€™s website said, referring to an incident in late May and early June in which Facebook drew criticism for refusing to remove or add a disclaimer to a post made by President Donald Trump that referred to racial injustice protesters as â€œTHUGSâ€ and threatened, â€œwhen the looting starts, the shooting starts.â€
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