Several big brands, like Coca-Cola or Unilever, have decided to suspend their Facebook advertising campaigns. They particularly criticize the social network for not censoring hate messages posted by certain users. 

Facebook is facing a massive boycott campaign of big advertisers. Coca-Cola, Pepsi, Unilever… have suspended their advertising on the social network. They denounce the hate messages posted there. 

Facebook has so far been reluctant to police. The social network refused to play the censors of the web, and say which message could be posted and which other could not. Except that this attitude, at Pontius Pilate - I wash my hands of it - is no longer possible. Faced with the many racist messages, or preaching hatred, which are conveyed on Facebook, many advertisers have decided to stop their advertising campaign in the United States on Facebook outright.

And we're talking about people who spend a lot on advertising like Coca-Cola, the world's second largest advertiser, but also Unilever, the giant of everyday products, Ben & Jerry's, Honda, Pepsi, North Face… brands that no longer want to be associated with all these hate messages on the Internet. Here we touch, the nerve of war: advertising. Because Facebook lives on advertising money. Besides, the action fell more than 8% on Friday. 

What will Facebook do: better control? Delete racist or defamatory messages? 

Facebook will have to strengthen editorial control, to warn Internet users against false and erroneous claims. Facebook will no longer be able to protect itself behind its practical status as a host, which is not responsible for anything while pocketing $ 70 billion in advertising revenue!

By the way, this is quite good news for the traditional media, because this editorial control is precisely what makes strength, the characteristic of the big traditional newspapers: responsibility, control of everything that is written. So much the better if advertisers like Coca-Cola realize this. And suddenly, why not? We start to dream of the return of advertising, in newspapers, the press, the mainstream traditional media.