Patagonia has followed in the footsteps of The North Face, who recently became the biggest brand yet to join a Facebook ad boycott in light of the social media platform's handling of hate speech and misinformation.

Patagonia Head of Marketing, Cory Bayers, shared a statement on Twitter regarding the boycott, revealing it will likely last until the end of July at minimum.

“For too long, Facebook has failed to take sufficient steps to stop the spread of hateful lies and dangerous propaganda on its platform,” the statement read. “From secure elections to a global pandemic to racial justice, the stakes are too high to sit back and let the company continue to be complicit in spreading disinformation and fomenting fear and hatred.”

The North Face's decision follows a call-to-action by civil rights groups, including the NAACP and the Anti-Defamation League, called "#StopeHateForProfit," demanding brands to suspend their advertising on Facebook in the month of July.

“It is clear that Facebook and its CEO, Mark Zuckerberg, are no longer simply negligent, but in fact, complacent in the spread of misinformation, despite the irreversible damage to our democracy,” the NAACP shared in a statement.

On Juneteenth, The North Face revealed it was joining the cause, retweeting the NAACP's statement with the caption "We're in. We're Out."

The North Face's decision could open the door for a number of companies to abandon Facebook, even if only temporarily, to show their solidarity with racial justice advocates who are frustrated with the social media giant. For weeks Facebook has been receiving backlash for its handling of President Donald Trump's inflammatory speech, which like many other right-wing messages on the platform could incite violence against minority groups.

Facebook could learn a thing or two from Twitter, which began fact-checking Trump's tweets last month.

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