Why Facebook needs to #StopHateForProfit

Background

Over the last week, there has been increased media focus on how Facebook and Instagram operate, and their part in increasing the spread of malicious and false content. This has been partly triggered by the increased awareness of the Black Lives Matter movement, both here and in the US.

The US-based Stop Hate For Profit campaign is calling for advertisers to pull all advertising from Facebook (and its associated platforms) during July, and momentum is growing. Huge advertisers and brands such as Patagonia and Ben and Jerry’s have pledged to take part.

Last week, Mark Zuckerberg joined a call with 200 advertisers to address their concerns with the platform being used to ignite hate. We know he’s taking this seriously – so the coalition is pushing for change.

What’s the issue?

Stop Hate For Profit wants Facebook to be more accountable for the content of their website, both for organic and advertised content. They say that Facebook has allowed incitement to violence towards Black Lives Matter protesters, and labels far-right publications such as Breitbart as trusted news sources.

“Could they protect and support Black users? Could they call out Holocaust denial as hate? Could they help get out the vote?

They absolutely could. But they are actively choosing not to do so.”

What do they want people to do?

Facebook isn’t just a social media platform – it’s one of the biggest advertising giants in the world. The platform currently receives 90% of its $70 billion revenue through advertising, so the coalition is asking for businesses to protest by removing that revenue for July by stopping all Facebook advertising activity.

There is also a petition that individuals can sign to ask Facebook to implement the recommended product changes they have identified.

Why should UK charities be concerned about this?

The UK charity sector contributes a significant amount of advertising revenue to Facebook and its platforms. We work on many campaigns on Facebook every month, and the sector relies on this kind of advertising to bring in new supporters, campaign actions and income. 

While the platform is important in bringing about real change for individuals and society through these charity appeals and campaigns, we should all be mindful of the broader negative aspects of the platform, especially if the values of the charity are not being reflected in how Facebook is operating.

What should you be doing?

While a boycott in July is likely not practical for many – being too short notice to move campaigns elsewhere to get the same results – we would always recommend staying abreast of developments like these with all of your suppliers and platforms. 

Your supporters may well have concerns about these platforms, so crystallising your own position on this issue means you can inform them if and when they contact you rather than having to respond to questions in the moment.

What are we doing?

The advertising revenue that we manage for our clients through Facebook platforms is only a tiny part of their income. However, it is still essential for us to monitor the situation and make plans for the future. 

• We are investigating whether other platforms could offer our clients the same or better results
• We are members of the Conscious Advertising Network – a voluntary group of organisations committed to more ethical advertising across all platforms
• We work with our clients to diversify their digital fundraising so that they are not wholly reliant on one platform
• We will continue to petition Facebook to apply the product recommendations from Stop Hate For Profit
• We will continually review the ethics of using Facebook as an advertising platform and engage in open discussions with our clients and the sector more generally about actions to take to ensure the way we are recruiting supporters is not contributing to racism and hate.

We believe that Facebook has been and can be used as a force for good. We know it is a vital way for charities to communicate with supporters.

We hope that the measures that #StopHateForProfit would like implemented can go some way to addressing the issues that charities and their supporters are clearly concerned with.