Sixteen months ago, in the summer of 2020, Patagonia lying the blanket at the head and withdrew from Facebook all its ads.But now the firm specialized in clothes and accessories "outdoor" wants to go one step further and urges more brands to join his boycott.The objective?That the social network urgently takes measures to stop the feet to the hate speech and the "fake news" that switch unpunished in their domains.

Ryan Gellert, CEO of Patagonia, has urged other advertisers to follow their example and give Facebook to seek solution to its multiple problems (that the company would have tried to avoid covering under a new name: goal).

In an interview granted to the CNN Gellert, he assures that Patagonia's decision to stop dancing the water (advertising code) to Facebook "had an impact on our business and in the non -profit environmental organizations that we support".The CEO of Patagonia ensures its company has learned to adapt within the last months and has turned more intelligent when giving wings to its community.

According to Gellert, there are more than forceful evidence that brands can perfectly give up Facebook, a platform around which more and more accusations flutter about the way (clearly little taxative) in which they deal with hate and misinformation.

Less words and more actions by Facebook

«The internal Facebook documents published in recent weeks have made it very clear that the company perfectly includes the irreparable damage that its lack of responsibility is inflicting its 3.000 million users and their corrosive effect on society in general.Facebook executives know what steps they should take to relieve this problem, but they have failed repeatedly when making amendment, ”he emphasizes.Consequently, Gellert urges other advertisers to follow their steps and urgently urgently prioritize people and the planet above the benefits.

Although in recent times Facebook is falling chuzos on end from all flanks, Patagonia wants to continue exerting pressure on the social network.Alex Weller, Marketing Director of Patagonia in the EMEA region, confirms the demands of his boss in statements to Horizont.«It is no secret that platforms 2.0 have benefiting from the dissemination of hatred for too long, ”he says.And Facebook is demonstrating to be the most reluctant company when it comes to the problems that ravage its platform.In Weller's opinion, the social network must go beyond words to emphasize actions.

The demands that Patagonia makes to Facebook are the same as the company already made to the social network before the so -called "Facebook Papers" saw the light."We want Facebook to change your policies to ensure that your business model stops orbiting around hatred, racism, anti -Semitism, the denialism of climate change and the undercurreving of human rights," says Weller.Patagonia also wants the platform "to be more transparent in relation to electoral and political processes" and that it admits to be regularly evaluated by independent entities.