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Facebook遭遇广告主联合抵制,但其实大金主们都还没出声

Facebook遭遇广告主联合抵制,但其实大金主们都还没出声

Danielle Abril 2020年06月30日
抵制行动自开始以来,已经获得180多家公司的支持,其中大多数是中小型企业。

越来越多的公司加入抵制Facebook的活动,宣布停止向该社交平台投放广告,以此敦促该公司加大力度打击仇恨言论。但其实,Facebook最大的几家广告商依旧保持沉默。

根据数字营销公司Pathmatics的数据,今年Facebook的大广告商包括迪士尼、宝洁、美国人口普查局、家得宝、哥伦比亚广播公司、Wix.com、Purple Innovation、达美乐比萨、Sprint和沃尔玛等,都没有加入到“#StopHateForProfit”(停止用仇恨赚钱)的活动,该活动呼吁企业在7月暂停它们的Facebook广告支出。

图为Facebook创始人 马克·扎克伯格,图片来源:GettyImages

只有家得宝和宝洁两家广告商回应了《财富》杂志的置评要求。

“鉴于Facebook刚刚宣布的措施,我们正在密切关注此事。”家得宝的发言人萨拉•戈尔曼说道,“与其他公司一样,我们对社交媒体上的仇恨言论和歧视性内容感到厌恶。”

宝洁的首席品牌官马克•普里查德在6月24日戛纳国际创意节的直播上发表评论,称公司正在审查每一个平台,以确保“我们没有在涉嫌仇恨、歧视、诋毁或贬损的内容上做广告。”他还表示,“我们正在与媒体公司和平台开展合作,必要时将采取适当措施。”

Pathmatics的数据显示,今年大广告商在Facebook上总共已花费5.5亿美元。一些公司也是去年最大的广告商,其中家得宝和沃尔玛花费最多。家得宝去年在广告上花费了1.79亿美元,沃尔玛花费了1.47亿美元。

上周,威瑞森、联合利华、本田和好时等都加入了抵制活动。该活动由反诽谤联盟、全国有色人种发展协会等组织发起,旨在向Facebook施压,迫使其采取更多行动来阻止仇恨言论的传播。

抵制行动自开始以来,已经获得180多家公司的支持,其中大多数是中小型企业。不过,随着抵制活动的活跃度越来越高,Facebook的股票开始下跌。该股在过去一周下跌约8%,周一收盘价为每股220美元。(财富中文网)

编译:于佳鑫

越来越多的公司加入抵制Facebook的活动,宣布停止向该社交平台投放广告,以此敦促该公司加大力度打击仇恨言论。但其实,Facebook最大的几家广告商依旧保持沉默。

根据数字营销公司Pathmatics的数据,今年Facebook的大广告商包括迪士尼、宝洁、美国人口普查局、家得宝、哥伦比亚广播公司、Wix.com、Purple Innovation、达美乐比萨、Sprint和沃尔玛等,都没有加入到“#StopHateForProfit”(停止用仇恨赚钱)的活动,该活动呼吁企业在7月暂停它们的Facebook广告支出。

只有家得宝和宝洁两家广告商回应了《财富》杂志的置评要求。

“鉴于Facebook刚刚宣布的措施,我们正在密切关注此事。”家得宝的发言人萨拉•戈尔曼说道,“与其他公司一样,我们对社交媒体上的仇恨言论和歧视性内容感到厌恶。”

宝洁的首席品牌官马克•普里查德在6月24日戛纳国际创意节的直播上发表评论,称公司正在审查每一个平台,以确保“我们没有在涉嫌仇恨、歧视、诋毁或贬损的内容上做广告。”他还表示,“我们正在与媒体公司和平台开展合作,必要时将采取适当措施。”

Pathmatics的数据显示,今年大广告商在Facebook上总共已花费5.5亿美元。一些公司也是去年最大的广告商,其中家得宝和沃尔玛花费最多。家得宝去年在广告上花费了1.79亿美元,沃尔玛花费了1.47亿美元。

上周,威瑞森、联合利华、本田和好时等都加入了抵制活动。该活动由反诽谤联盟、全国有色人种发展协会等组织发起,旨在向Facebook施压,迫使其采取更多行动来阻止仇恨言论的传播。

抵制行动自开始以来,已经获得180多家公司的支持,其中大多数是中小型企业。不过,随着抵制活动的活跃度越来越高,Facebook的股票开始下跌。该股在过去一周下跌约8%,周一收盘价为每股220美元。(财富中文网)

编译:于佳鑫

Several of Facebook’s top advertisers have remained silent as a growing number of companies continue joining a temporary boycott of ads on the service. The boycott is part of an effort to denounce the social media giant’s handling of hate speech.

Top advertisers on Facebook this year include Disney, Procter & Gamble, the U.S. Census Bureau, Home Depot, CBS, Wix.com, Purple Innovation, Domino’s Pizza, Sprint, and Walmart, according to data from digital marketing firm Pathmatics. None of those companies have joined the #StopHateForProfit campaign, which calls for companies to pause advertising on Facebook during the month of July.

Home Depot and P&G were the only two advertisers of the group to comment on the matter in response to requests from Fortune.

Home Depot issued a statement after Facebook’s Friday announcement that the service planned to crack down on hateful messaging in ads and posts from politicians. “Given the measures [Facebook] just announced, we’re watching this very closely,” said spokeswoman Sara Gorman. “Like others, we’re disgusted by hate speech and discriminatory content we see on social media.”

P&G pointed to comments its chief brand officer Marc Pritchard made during the digital forum Cannes Lions Live on June 24. During the forum, Pritchard said the company was in the process of reviewing every platform it advertises on to ensure “that we are not advertising on or near content we determine to be hateful, discriminatory, denigrating, or derogatory.” He continued: “As part of that, we’re working with media companies and platforms to take appropriate systemic action where needed.”

The top advertisers have collectively spent more than $550 million on Facebook ads this year, according to Pathmatics. Several of them were also some of the top advertisers last year, with Home Depot and Walmart spending the most money. Home Depot spent $179 million in ads last year, while Walmart spent $147 million.

Last week, big brands including Verizon, Unilever, Honda, and Hershey’s joined the boycott created by organizations including the Anti-Defamation League, the National Association for the Advancement of Colored People, and Common Sense. The campaign aims to pressure Facebook into taking more action to stop hate from spreading on its service.

The boycott has garnered the support of more than 180 companies, many of which are small- and medium-size businesses, since it started. But as the campaign began to gain steam late last week with participation from big brands, Facebook’s stock started to drop. The stock has declined about 8% in the past week, trading at $220 per share on Monday.

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