Facebook CEO, Mark Zuckerberg, has announced a change in the company’s policies to now prohibit hate speech and racist content in its advertisement.

Speaking over the weekend, Zuckerberg explained that the new policy will ban advertisements “that claim people from a specific race, ethnicity, nationality, caste, gender, sexual orientation or immigration origin are a threat to the physical safety or health of anyone else”

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Also, Facebook will do more to protect immigrants, migrants, refugees, and asylum-seekers from ads that suggest they are inferior to other groups of people or from ads that express contempt, dismissal or disgust directed at them.

In a Bloomberg interview, the CEO had noted that the company will ensure that Facebook remains a place where everyone can use their voice to discuss important issues, but that any attempt to incite violence, suppress voting, or discriminate a group of people, will be checked.

Why the policy change?

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This change in policy comes after a weeklong tussle with advertisers with nearly 100 brands resolving to pull their ads from Facebook for the month of July or longer, as part of the #StopHateForProfit movement.

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The movement is being backed by organizations such as the Anti-Defamation League, the NAACP, Sleeping Giants, Color of Change, Free Press and Common Sense.

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Although Zuckerberg made no mention of these boycotts, it would appear that this is a move to pacify advertisers, and prevent competitor platforms like Pinterest, Amazon and —- from swooping in to take advantage of the situation.

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That movement protests “Facebook’s repeated failure to meaningfully address the vast proliferation of hate on its platforms.”

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The brands boycotting the platform includes big spenders like Unilever, Coca-cola and Verizon, as well as some other smaller companies like Patagonia, REI, Lending Club and The North Face, according to a running list from Sleeping Giants.

It is not certain how much impact this would have on the company’s finances, given that Facebook has over 8 million advertisers on its platform, the bigger brands may soon influence more companies to join the movement.

The companies had explained during the week that Facebook was not the target of the movement but to drive home a message on the moderation of bigoted and prejudiced contents.

There is yet no hint as to whether the brands are pleased with Facebook’s new move, but it is clear that if the boycotts continue, the brands will likely shift their ad spending to other companies.

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