Facebook is always under scrutiny; the current times are no different. Six large organizations, including the NAACP and ADL, started a boycott due to unfiltered racism, hate, and misinformation allowed on the platform.

What do they ask? ADL, Color of Change, Common Sense, Free Press, NAACP, and Sleeping Giants are all calling for businesses to stand in solidarity by not advertising on Facebook for the entire month of July. They named the movement Stop Hate for Profit.

They accuse Facebook of allowing hate and using companies known for working with white nationalists for fact-checking and as trusted news sources. They want businesses who advertise on Facebook to “Hit Pause on Hate” and move their ad dollars elsewhere. A list of recommendations for Facebook is listed as well.

I will say, pretty good tactic. If you want businesses and people to actually change, hit them where it hurts. Their wallets. It’s an easy way to get their attention and make them wake up to the reality of the situation. So far, The North Face, Patagonia, REI, and Upwork are the biggest brands to stop advertising on the social media platform for the next month. Ad agency, 360i, sent a message to clients in support of the boycott, as reported by The WSJ.

While I do believe in the value and necessity of the freedom of speech, social media platforms don’t necessarily fall under it due to the terms and agreement users sign when enrolling for the sites. It’s prudent for social media companies to amplify the right voices. When advertising is your main revenue stream, the values you choose will make an impact on business.

Brands are getting smarter and more prudent in how and where they want their brand seen. Aligning and advertising on media companies that uphold similar values is important. It’s time to start holding all media partners accountable. Doing so may result in the need to cut ties to remove any toxic associations. It’s not an easy thing to do. But it may be worth it.

And if the question is where do all the white nationalists, neo-nazis, and other hate groups go? The answer is nowhere. No one has time for that. Have them educate themselves, build their confidence, and not blame ‘the other,’ as the moving TED talk below describes.