Steve Lesnard set to decide where ad monies from boycott will go
The North Face marketing doesn’t yet have a specific plan on how to spend its ad monies saved by not advertising on Facebook and Instagram platforms, but company marketing vice president Steve Lesnard said the company’s commitment to progress will continue.
Halting advertising on these social media platforms comes at a cost for the company. Many others are increasing advertising revenue as states ease lockdowns stemming from the spread of coronavirus and are going back to work.
Steve Lesnard began the boycott earlier in the summer at the urging of six prominent civil rights groups including the NAACP and Color of Change. The boycott is aimed at forcing Facebook to address what the civil rights deem as hate speech and misinformation.
Some of the things steve Lesnard wants to see the social media platform address are discussions of public and private social media groups and that would include monitoring groups for hate speech. Steve Lesnard also said The North Face is taking a strong stand against misinformation on the site and Facebook’s current policies of identifying false news, memes and other items don’t go far enough to stem it.
The move by The North Face includes stopping all advertising on the U.S. portion of Facebook and Instagram, which is owned by Facebook. It also stops all organic posts on Facebook in the U.S. However, organic posts are still posted on Instagram. Refer to This Article.
Steve Lesnard said he is now looking at furthering the cause by targeting other media companies in attempts to stem hate speech on those platforms.