Building society brand Nationwide has pulled its advertising from Facebook, following a campaign urging consumers to target advertisers whose ads appear next to content promoting domestic violence.
The brand took to its Twitter feed to apologize directly to consumers and pledged to suspend its advertising on the social network.
Thirteen brands have moved to pull their ads from Facebook in the wake of the campaign, including Nissan UK. Advertisers have claimed that Facebook is in the process of revising its policies, but a spokesman for Facebook in the UK was unable to confirm any progress had been made at this stage.
More than 50,000 tweets have now been sent over the issue under the hashtag #fbrape, with more than 100 organizations lending their support to the campaign.
In the face of mounting pressure, Unilever's Dove brand has also responded to consumer concern, saying it is now working "aggressively with Facebook to resolve the issue.”
The brand, which markets itself as a purveyor of products for "real women,” has found itself at the epicenter of the protest. Many consumers have argued that its "pro-women" marketing stance is at odds with its decision to keep advertising on Facebook.
Meanwhile, Procter & Gamble has also come under fire after telling a consumer, "We can't control what content they [our advertising] pops up next to. Obviously it's a shame that our ad happened to pop up next to it."
This article originally appeared on the website of Marketing, PRWeek's sister publication under Haymarket Media.