Zuckerberg’s announcements, however, did not end the companies’ requests for change. On Friday afternoon, Coca-Cola, Honda, the chocolate brand Hershey and the clothing manufacturers Lululemon and Jansport joined the more than 100 brands that boycott Facebook advertising.
Facebook generates about 98% of its $ 70 billion in annual revenue from advertising, and Unilever’s announcement drove Facebook stocks down 7%.
Unilever’s boycott membership has put considerable pressure on Facebook, said Nicole Perrin, senior analyst at market research firm eMarketer. As one of the biggest advertisers in the world, his moves could influence other brand advertisers to follow his example, she said. It also resulted in longer spending than other companies and on more platforms, including Instagram and Twitter.
“This suggests a deeper problem with user-generated content platforms, because division is to be expected on any such platform that allows political expression,” she said.
The changes announced on Friday are the most significant that Facebook has made after months of action by employees and lawmakers, but critics say they are still too gradual.
Facebook said it would take a similar approach to that of Twitter, labeling posts that might violate its policies but are allowed to stay on the platform because they are deemed to be of interest.
The platform will also include a link to its voting information center on any message containing information about the vote, including by politicians: “It is not a judgment of whether the messages themselves are accurate, “said Zuckerberg.The new policies come as a reversal of Facebook’s previous positions. As recently as last week, the company made it clear that Facebook does not consider much of the language Trump used to suppress the vote to be voter suppression, defending Trump’s publications as “legitimate debate” .
Zuckerberg also said in the video that messages that “may lead to violence or deprive people of their right to vote” will be deleted, regardless of who publishes them or whether they can be considered of interest.
“I am optimistic that we will be able to progress on these challenges,” said Zuckerberg. “I think we can do it while maintaining our democratic traditions around freedom of expression and voting, and I am determined to make Facebook a force for good on this journey. ”
Pressure on Facebook to moderate hate speech has accelerated in recent weeks, as the platform has refused to report false and inflammatory statements by Donald Trump, despite steps by rival rival platform Twitter to do so. In response, workers staged a walkout and called on the company to do more to combat hate speech and incitement to violence.
The extent to which the new policies will change the landscape of Facebook remains to be seen, said representatives of Change the Terms, a coalition of more than 55 civil rights groups committed to combating online hate.
“Today on Facebook, the collective voice of various users has won against threats from hateful politicians and white supremacists, but we need more enforcement – no words left unfulfilled,” said Jessica J González, co-founder of Change the Terms and co -CEO of Free Press.
Changing the conditions cited the existence of more than 100 white supremacist Facebook accounts that are still active on the platform. Others noted that Donald Trump’s message about looters being shot during civil rights protests was still online on the site.
Zuckerberg also said the company would not change its policies that allow lying in paid political ads. Color of Change’s Rashad Robinson said the CEO’s statement “represents 11 minutes of lost opportunity to commit to change.”
“The new Zuckerberg changes don’t go far enough,” Robinson said on Twitter. “Labeling the content as” interesting “so that the public can judge for themselves is not a new policy. It’s more or less the same thing, and it won’t cut it. “