As part of the “Stop Hate for Profit” Facebook ads boycott, Unilever said it will stop all advertising on Facebook and Twitter through the end of the year. 

The company issued a statement explaining its decision, first reported by the Wall Street Journal.

“Given our Responsibility Framework and the polarized atmosphere in the U.S., we have decided that starting now through at least the end of the year, we will not run brand advertising in social media newsfeed platforms Facebook, Instagram and Twitter in the U.S. Continuing to advertise on these platforms at this time would not add value to people and society.” It added that it would maintain 2020 ad-spending levels, but shift budget “to other media.” 

A roster of household brands. Unilever owns CPG brands such as Dove, Lipton, Vaseline, Q-Tip, Noxzema and Ben & Jerry’s ice cream, among numerous others. The company spent over $8 billion on brand advertising globally last year. Ben & Jerry’s had earlier decided to join the boycott. That move may have prompted the parent corporation to take this stand. 

Verizon’s statement yesterday marked a new level of visibility for the Stop Hate campaign, which includes Patagonia, North Face, REI, Eddie Bauer, Magnolia Pictures and several others in addition to Verizon and Unilever.

This takes it to another level entirely and will certainly motivate other brands to join the boycott. We should see similar announcements over the next few days.

The boycott will probably not have a financial impact on Facebook, although if others follow Unilever’s lead and pull ads for the rest of the year it could. But it’s the platform’s reputation with marketers and the public that’s at stake.