In the past, brand safety has not been a big concern for most companies. Recently though, the major digital platforms have allowed posting of hate speech and false statements (especially relating to political posts) and have disseminated content globally without any review or monitoring of the content. While Twitter was relatively quick to label some of the political statements as possibly false, Facebook refused to take any action for months. As a result, in July more than 1000 companies boycotted Facebook, including the likes of Verizon, Starbucks, Coke-a-Cola, North Face, Ford, Honda, Volkswagen, Unilever, Levi Strauss and Ben & Jerry’s.
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