Advertiser Exodus Snowballs as Facebook Struggles to Ease Concerns

Last Tuesday, Mark Zuckerberg, Facebook’s chief executive, attended a virtual meeting with some of the company’s top advertising partners. The brands and agencies, which had started criticizing the social network for its willingness to keep hate speech unaltered and accessible on its site, were pressing for change.

According to five people with knowledge of the discussion, Mr. Zuckerberg’s message to advertisers was clear: We won’t back down.

But over the past week, Facebook’s attitude has changed. Marketing giants like Unilever, Coca-Cola and Pfizer announced that they were pausing their Facebook advertising. That outcry has grown, hitting the company’s wallet.

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