By Suzanne Vranica
Facebook Inc. is working to persuade its top advertisers not to
pause spending on the social network, as it tries to keep a boycott
from a handful of marketers from turning into a widespread
revolt.
Facebook executives in emails and calls with advertisers and ad
agencies over the past week have conveyed that they are taking
seriously the concerns of civil-rights groups about the
proliferation of hate speech and misinformation on its platform.
But they are also maintaining that business interests won't dictate
their policies, according to people familiar with the
discussions.
"We do not make policy changes tied to revenue pressure,"
Carolyn Everson, vice president of Global Business Group at
Facebook, said in an email to advertisers last weekend that was
reviewed by The Wall Street Journal. "We set our policies based on
principles rather than business interests."
Facebook executives are also vowing to invest more to tackle
hate on the platform including continuing the development of
artificial-intelligence technology that can detect hate speech,
according to the email.
Several advertisers such as ice-cream maker Ben & Jerry's,
Patagonia Inc., VF Corp.'s North Face, Eddie Bauer and Recreational
Equipment Inc. (REI) have said they would halt advertising on the
platform. Their decisions came after a call from civil-rights
groups including the Anti-Defamation League and NAACP last week to
pull ad spending from Facebook for the month of July.
The pullback extended to large advertisers Thursday, with
telecommunications giant Verizon Communications Inc. announcing it
was pausing its Facebook and Instagram advertising.
In a letter to advertisers Thursday, the Anti-Defamation League
said Facebook has repeatedly refused to remove political ads that
contained "blatant lies," and has been slow to respond to calls to
take down conspiratorial content.
"Every day, we see ads from companies placed adjacent to hateful
content, occupying the same space as extremist recruitment groups
and harmful disinformation campaigns," the Anti-Defamation League
said in its letter. "Your ad buying dollars are being used by the
platform to increase its dominance in the industry at the expense
of vulnerable and marginalized communities who are often targets of
hate groups on Facebook."
Facebook declined to comment.
Chief Executive Mark Zuckerberg on Tuesday joined a Facebook
meeting with a group of big advertisers and ad agency-executives,
according to people familiar with the conference call. Mr.
Zuckerberg listened to advertisers' concerns and reiterated the
company's principles of neutrality. He said political content can
be seen as egregious by one side and not by the other, the people
said. Sheryl Sandberg, Facebook's chief operating officer, also
joined the client council meeting, which had been scheduled before
the civil rights groups called for the boycott and was reported
earlier by Business Insider.
So far, many of the biggest advertisers haven't joined the
boycott, but several are seriously considering it, according to ad
executives.
"Several of my clients are planning on sitting out in July,"
said Barry Lowenthal, the chief executive of the Media Kitchen
agency, an ad-buying agency owned by MDC Partners Inc. Some
marketers are pausing because "it's the right thing to do as a good
corporate citizen," he said. The brands, which are midsize
advertisers, are likely to pause quietly, he added.
Consumer goods giant Procter & Gamble Co., a trendsetter in
the ad world, said it is reviewing all platforms on which it
advertises for objectionable content. Facebook is included in that
review, according to a person familiar with the matter. The
company's marketing chief, Marc Pritchard, on Wednesday vowed that
it wouldn't advertise "on or near content that we determine is
hateful, denigrating or discriminatory."
P&G met with civil-rights group Color of Change this week to
discuss Facebook's track record of removing content that violates
their standards, according to people familiar with the matter.
Color of Change joined the ADL and NAACP in calling for a Facebook
boycott.
A P&G spokesman said the company won't name publicly the
platforms from which it might pull ads. "We're going to work with
our partners to make sure our standards are met."
Any pull back from Facebook -- even a short one -- isn't an easy
decision. The platform has become a must-buy for many advertisers
because of its huge audience and the vast amount of data the
platform has, which enables brands to efficiently target customers.
Moreover, after significantly pausing advertising in the early days
of the pandemic, companies are now anxious to ramp up ad spending
as cities across the country begin to allow businesses to open
up.
Over the past few years, Facebook has invested in workers and
technology to guard against election interference and to better
police its platforms, resulting in improvements in the removal of
hate speech and other objectionable content.
Some advertisers want Facebook to go further and have asked the
social media giant for more transparency regarding where their ads
appear and if their promotions appear adjacent to hate speech. They
have also called for Facebook to improve its technology that it
uses for detecting hate speech on its platform, according to people
familiar with the discussions.
In her weekend email to advertisers, Facebook's Ms. Everson said
89% of the content Facebook removed for violating its hate-speech
policies in the six months to March was detected by its systems
before anyone reported it to the company. Three years ago, that was
the case for only 23% of such content, she said.
Some ad buyers say they are busy making contingency plans in the
event that clients decide to participate in the advertising
boycott. They are working to figure out other digital platforms to
use in order to cushion any business disruption for them that could
be caused by pausing Facebook ad spending.
Facebook and other tech giants have been somewhat immune from
past moves by big marketers to curb their spending because the
platforms don't rely as heavily on large marketers, with the bulk
of their revenue coming from small and midsize advertisers.
Facebook's U.S. revenue from digital advertising is expected to
rise about 5% this year to $31.43 billion, according to
eMarketer.
Madison Avenue's relationship with Facebook has been filled with
angst.
Tensions boiled over in 2016, when The Wall Street Journal
reported Facebook had overstated its video-viewing statistics for
more than two years. Facebook acknowledged it had inflated reported
viewing times by as much as 80%, and agreed to undergo audits by
the media industry's measurement watchdog.
In 2017, several companies -- including P&G -- pulled their
spending from Alphabet Inc.'s YouTube after they found their ads
running alongside extremist and racist content on the site.
The pullback didn't make a major dent in the company's finances.
Still, advertisers believe that the YouTube boycott did cause
Google to work more aggressively at policing its content, ad
executives said.
The Google brand safety crisis "really changed Google. They put
proper tools in place and have been super responsive," said one of
the people. Google declined to comment.
--Sharon Terlep and Deepa Seetharaman contributed to this
article.
Write to Suzanne Vranica at suzanne.vranica@wsj.com
(END) Dow Jones Newswires
June 26, 2020 07:39 ET (11:39 GMT)
Copyright (c) 2020 Dow Jones & Company, Inc.
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