Don't expect to see ice cream ads from Ben & Jerry's on your social media feed for the rest of the year.
The ice cream company is suspending all paid advertising for products on Facebook, Instagram and Twitter for the rest of 2020.
The decision comes with a two-fold approach. "Both to send a message to Facebook and Twitter, and also because this election is just too important," said a Ben & Jerry's spokesperson to USA TODAY.
Ben & Jerry's will, however, continue to run paid advertising in support of its activism campaigns that focus on racial justice and equity, and its 2020 election work around racial justice, voting rights and others.
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"This approach of stopping product advertising while continuing to use the platforms to advance our social justice work is consistent with the Stop Hate for Profit campaign that understands this work is too important to 'unilaterally disarm' across these platforms that remain powerful channels to engage citizens on these critically important issues," a spokesperson added.
Ben & Jerry's is following guidelines from Color of Change, an online racial justice organization, to continue to use paid media for campaigns on social platforms in support of racial justice.
During the nationwide protests of police brutality in June, the ice cream company released a statement saying "the murder of George Floyd was the result of inhumane police brutality that is perpetuated by a culture of white supremacy." The company went on to detail a list of demands including the creation of a national task force aimed at ending racial violence and increasing police accountability.
Earlier this month, some 1,100 advertisers, including Walt Disney, Harley Davidson, Novartis, Bayer and Blue Bottle Coffee, stopped buying ads on Facebook and Instagram during the month of July, with some advertisers pulling their spending through the end of the year.
The advertising boycott began shortly before the company’s decision not to take down inflammatory rhetoric and false claims from President Donald Trump.
This is not the first time Ben & Jerry's has taken a political or social stance.
In 2005, it protested oil drilling in the Arctic National Wildlife Refuge. In 2011, it supported the Occupy Wall Street movement. And in 2018, Ben & Jerry's launched its "Pecan Resist" flavor supporting organizations working on peaceful resistance against the Trump administration.
Contributing: Jessica Guynn
Follow Josh Rivera on Twitter: @Josh1Rivera.
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