Facebook遭遇廣告主聯(lián)合抵制，但其實大金主們都還沒出聲
Danielle Abril
2020-06-30
越來越多的公司加入抵制Facebook的活動，宣布停止向該社交平臺投放廣告，以此敦促該公司加大力度打擊仇恨言論。但其實，F(xiàn)acebook最大的幾家廣告商依舊保持沉默。
根據(jù)數(shù)字營銷公司Pathmatics的數(shù)據(jù)，今年Facebook的大廣告商包括迪士尼、寶潔、美國人口普查局、家得寶、哥倫比亞廣播公司、Wix.com、Purple Innovation、達美樂比薩、Sprint和沃爾瑪?shù)龋紱]有加入到“#StopHateForProfit”（停止用仇恨賺錢）的活動，該活動呼吁企業(yè)在7月暫停它們的Facebook廣告支出。
圖為Facebook創(chuàng)始人 馬克·扎克伯格，圖片來源：GettyImages
只有家得寶和寶潔兩家廣告商回應了《財富》雜志的置評要求。
“鑒于Facebook剛剛宣布的措施，我們正在密切關(guān)注此事。”家得寶的發(fā)言人薩拉?戈爾曼說道，“與其他公司一樣，我們對社交媒體上的仇恨言論和歧視性內(nèi)容感到厭惡?！?
寶潔的首席品牌官馬克?普里查德在6月24日戛納國際創(chuàng)意節(jié)的直播上發(fā)表評論，稱公司正在審查每一個平臺，以確保“我們沒有在涉嫌仇恨、歧視、詆毀或貶損的內(nèi)容上做廣告?！彼€表示，“我們正在與媒體公司和平臺開展合作，必要時將采取適當措施?！?
Pathmatics的數(shù)據(jù)顯示，今年大廣告商在Facebook上總共已花費5.5億美元。一些公司也是去年最大的廣告商，其中家得寶和沃爾瑪花費最多。家得寶去年在廣告上花費了1.79億美元，沃爾瑪花費了1.47億美元。
上周，威瑞森、聯(lián)合利華、本田和好時等都加入了抵制活動。該活動由反誹謗聯(lián)盟、全國有色人種發(fā)展協(xié)會等組織發(fā)起，旨在向Facebook施壓，迫使其采取更多行動來阻止仇恨言論的傳播。
抵制行動自開始以來，已經(jīng)獲得180多家公司的支持，其中大多數(shù)是中小型企業(yè)。不過，隨著抵制活動的活躍度越來越高，F(xiàn)acebook的股票開始下跌。該股在過去一周下跌約8%，周一收盤價為每股220美元。（財富中文網(wǎng)）
編譯：于佳鑫
越來越多的公司加入抵制Facebook的活動，宣布停止向該社交平臺投放廣告，以此敦促該公司加大力度打擊仇恨言論。但其實，F(xiàn)acebook最大的幾家廣告商依舊保持沉默。
根據(jù)數(shù)字營銷公司Pathmatics的數(shù)據(jù)，今年Facebook的大廣告商包括迪士尼、寶潔、美國人口普查局、家得寶、哥倫比亞廣播公司、Wix.com、Purple Innovation、達美樂比薩、Sprint和沃爾瑪?shù)龋紱]有加入到“#StopHateForProfit”（停止用仇恨賺錢）的活動，該活動呼吁企業(yè)在7月暫停它們的Facebook廣告支出。
只有家得寶和寶潔兩家廣告商回應了《財富》雜志的置評要求。
“鑒于Facebook剛剛宣布的措施，我們正在密切關(guān)注此事?！奔业脤毜陌l(fā)言人薩拉?戈爾曼說道，“與其他公司一樣，我們對社交媒體上的仇恨言論和歧視性內(nèi)容感到厭惡?！?
寶潔的首席品牌官馬克?普里查德在6月24日戛納國際創(chuàng)意節(jié)的直播上發(fā)表評論，稱公司正在審查每一個平臺，以確?！拔覀儧]有在涉嫌仇恨、歧視、詆毀或貶損的內(nèi)容上做廣告?！彼€表示，“我們正在與媒體公司和平臺開展合作，必要時將采取適當措施。”
Pathmatics的數(shù)據(jù)顯示，今年大廣告商在Facebook上總共已花費5.5億美元。一些公司也是去年最大的廣告商，其中家得寶和沃爾瑪花費最多。家得寶去年在廣告上花費了1.79億美元，沃爾瑪花費了1.47億美元。
上周，威瑞森、聯(lián)合利華、本田和好時等都加入了抵制活動。該活動由反誹謗聯(lián)盟、全國有色人種發(fā)展協(xié)會等組織發(fā)起，旨在向Facebook施壓，迫使其采取更多行動來阻止仇恨言論的傳播。
抵制行動自開始以來，已經(jīng)獲得180多家公司的支持，其中大多數(shù)是中小型企業(yè)。不過，隨著抵制活動的活躍度越來越高，F(xiàn)acebook的股票開始下跌。該股在過去一周下跌約8%，周一收盤價為每股220美元。（財富中文網(wǎng)）
編譯：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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