Advertisers are coming under increased pressure to join the growing Facebook advertising boycott that is being orchestrated by the ‘Stop Hate For Profit’ group.

The campaign – described as a “response to Facebook’s long history of allowing racist, violent and verifiably false content to run rampant on its platform” – has drawn support from brands including Ben & Jerry’s, The North Face, Patagonia, Upwork and Mozilla. The Guardian has described it as Facebook’s “largest ever advertiser boycott”.

But is the movement a serious financial issue for Facebook – which last year made advertising revenues of $70bn – and therefore an opportunity for publishers to regain some market share from the social media giant? Or is it simply PR posturing from brands that will have little impact on Facebook?