The North Face, Puma and Pernod Ricard are returning to Facebook as the #StopHateForProfit boycott loses steam and fails to make a dent in revenues.
The North Face, which was one of the first big name retailers to pull its advertising from Facebook, has announced that it will resume advertising on the platform this month.
A spokesperson for the fashion retailer said it was “encourages by the initial progress and recognise that change doesn’t happen overnight”.
VF Corp’ which owns The North Face, is expected to see its other brands including footwear giant Vans and Jansport also return to the platform this month.
Puma also said it was “encouraged by the progress that has been made in regards to tackling hate speech, racism and discrimination,” and would therefore resume advertising.
The boycott was largely scheduled to end in July, but many activists and brands believe the company has not done enough to tackle hate speech and misinformation on its platform.
One of the boycott’s key organisers and chief executive of the Anti-Defamation League Jonathan Greenblatt said that the company had not made enough progress.
He said the “movement will not go away until Facebook makes the reasonable changes that society wants”.
Greenblatt has called on companies to extend their boycotts and said he expects to see the “movement get bigger and broader”, but it is as yet unclear how many will continue to pull advertising and ultimately what affect this has had on the company.
Facebook chief executive Mark Zuckerberg has remained staunchly unphased by the boycott, refusing to change policy due threats and stating that he expects brands to return “soon enough”.
While advertisers like Unilever had pledged to pull advertising until the end of the year, and many others are currently considering their positions, the move has had little affect on Facebook’s advertising revenues.
Its second quarter results showed that it still had 9 million advertisers over the period, with the 1000 brands pledging to pull support seeming a relative drop in the ocean.
According to the company its advertising revenue also rose 10 per cent during the first three weeks of July when the boycott was in full effect, roughly the same as the month before.