Facebook is also the social media platform where the most Americans – 55% – reported experiencing hate and harassment, according to a 2019 ADL survey of Americans using the services.

The company has faced increased pressure to address hate speech and misinformation in recent months as its competitor Twitter that it would “put people over profits” by pulling its advertising.

The North Face is halting paid advertising on Facebook and Instagram for the next 30 days “to support the implementation of stricter policies to stop racist, violent or hateful content and misinformation from circulating on the Facebook platform”, a spokeswoman said by email. It will continue to post unpaid, non-advertising content on its Instagram page.

“We stand in support of the NAACP and #StopHateforProfit organizations asking that Facebook stop promoting hate, bigotry, racism, antisemitism and violence,” she said. “We will re-evaluate our position over the next 30 days depending on these outcomes.”