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Disney, the largest spender in Facebook advertising in the first part of 2020, allegedly suspended the Classified Disney Plus and Hulu ads with the social giant.
Recently, Disney has “significantly reduced” advertising on Facebook, the Wall Street Journal reported Saturday, bringing out unidentified sources. Disney did not respond to requests for comment.
Disney’s resolution to Advertising on Facebook is a component of the #StopHateForProfit campaign. More than 1,000 corporations said they temporarily stopped corporate social media advertising in an effort to force Facebook to more aggressively combat hate speech and harassment. These come with Unilever, Coca-Cola, Microsoft, Target, Starbucks, Verizon and Acura. The initiative is led by teams such as the NAACP and the Anti-Defamation League.
A Facebook representative, when asked about the removal of Disney ads, said the company did not comment on individual advertisers. Commenting on the company’s efforts to combat hate speech, she said, “We invest billions of dollars each year to keep our paintings online and are constantly working with outdoor experts to review and update our policies. We know we still have paintings to make and will continue to work with civil rights groups, GARM [the Global Alliance for Responsible Media] and other experts to expand even more tools, technologies and policies to continue this fight.”
In the first six months of 2020, Disney spent $210 million on ranked Facebook classified ads for Disney Plus in the United States alone, through the advertising analytics company Pathmatics, as cited through the Journal. In addition to Facebook’s classified Disney Plus classified ads, the media conglomerate has abandoned Instagram advertising for Hulu (now controlled by Disney), according to the WSJ report. The report also notes that other Disney divisions are “reviewing their advertising on Facebook,” noting that classified ads for the ABC and Disney cable networks, adding Freeform, “have virtually disappeared from the site.”
Facebook’s chief operating officer, Sheryl Sandberg, in a July 7 article, said the company “strongly opposes hatred.” But he said the boycott is not Facebook’s decision-making momentum: “We’re making adjustments, not for monetary reasons or under pressure from advertisers, but because it’s the right thing to do.”
After the Black Lives Matter national protests following the police killing of George Floyd, Facebook has a broader goal among critics who say the tough Internet company will have to do more to curb hate speech and spread incorrect information on its networks.
A July 8 report through independent civil rights auditors, who were recruited through Facebook to review their policies and practices, accused the company’s executives of “baffling and heartbreaking decisions that Facebook has made that are significant setbacks for civil rights.” In reaction to the auditors’ report, Sandberg stated that “we have much to do.”
“As complicated as it has been to discover our shortcomings through experts, this has certainly been a very vital procedure for our company,” Sandberg wrote in a blog post.
Meanwhile, Facebook contemplates banning classified political ads on its platforms, according to various media outlets. Last month, the company began allowing Facebook and Instagram users in the United States to disable politically classified ads.