“Using the list of brand which had signed onto Stop Hate For Profit’s pledge, examined
over 60 of biggest and most recognizable brands’ ad spending using the (
somewhat broken) Facebook Ad Library. Of the lot, only ten — Unilever included — were still hitting pause this far down the line.
Those numbers only tell part of the story: some of the brands hadn’t bought ads on Facebook in years prior to the campaign; others never showed up as advertising on the platform to begin with. In either case, their decision to sign on was, at best, symbolic, and unlikely harm Facebook financially.”
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