SOCIAL MEDIA DEAL EARNS ADVERTISERS' 'LIKES,' BUT NOT YET ALL THEIR DOLLARS

摘要

Advertisers who boycotted social media are not all rushing back, despite an agreement by Facebook, YouTube and Twitter on how to curb harmful content online. Unilever, one of the world's biggest advertisers, told Reuters the move this week was "a good step in the right direction," but would not say whether it would resume paid advertising on Facebook in the United States next year after stopping over the summer. Coca-Cola also remains paused on Facebook and Instagram and declined to say if this changed its view. Beam Suntory, maker of Jim Beam bourbon and Courvoisier Cognac, plans to stay away from paid advertising for the rest of 2020 and reassess in 2021 based on how Facebook adjusts its approach. Over 1,000 advertisers joined a Facebook boycott over concerns it wasn't doing enough to combat hate speech. U.S. civil rights groups enlisted multinationals to help pressure the social media giant after the June death of George Floyd, an American Black man, in police custody in Minneapolis.