Toymaker, Lego has become the latest heavyweight to boycott advertising on Facebook platforms. Lego says “urgent action” must be taken to end hate speech, discrimination, and misinformation.

The toy manufacturer would pause paid advertising on all social media platforms for at least 30 days. The Danish toy company would, however, spend the advertising money “on other channels”. This suggests that Lego would perhaps ditch Facebook for print media in the meantime.

“We are committed to having a positive impact on children and the world they will inherit. This includes contributing to a positive, inclusive digital environment free from hate speech, discrimination, and misinformation,” Lego’s chief marketing officer, Julia Goldin, said.

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In addition to this, the company says it will review its advertising on all social media platforms, adding: “We are confident that solutions exist, but urgent action is needed.”

Lego had already halted marketing of its police kits and also donated $4m to combat racism. The move follows the Black Lives Matter protests all around the US in response to police brutality.

Organisations like the NAACP, the Anti-Defamation League, and others made the call to start boycotting Facebook. The campaign, known as the “Stop Hate for Profit” campaign, urges advertisers to pause their spending on Facebook throughout the month of July 2020. More than 400 companies have joined the Stop Hate for Profit campaign.

The Stop Hate For Profit campaign ran an ad in the Los Angeles Times asking businesses to take a stand. Lego joins Coca-Cola, Unilever, Starbucks, and many others as some of the biggest brands to join the Facebook boycott.

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