Lego has become the last big name to participate in an advertising boycott on social media platforms, saying that "urgent action" is needed to end hatred, discrimination and disinformation.
Pause paid advertising on all social media platforms for at least 30 days, said the Danish toy company, and spend the money "on other channels".
Over 400 companies have joined the Stop Hate for Profit campaign.
He wants to deal with "hatred, fanaticism, racism, anti-Semitism and violence".
Facebook said AI had eradicated 90% of hate speech and worked with experts and civil rights groups to develop more tools.
He also said that he will start labeling potentially harmful posts.
Mars, Target, Ford, Adidas, Coca Cola, Unilever and Starbucks have joined the boycott
And some big brands have extended it to other platforms and have suggested that it could continue for more than a month.
Julia Goldin, Lego Chief Marketing Officer, said: "We are committed to having a positive impact on the children and the world they will inherit.
"This includes contributing to a positive and inclusive digital environment, free of hate speech, discrimination and misinformation."
Lego said it wanted to review its advertising on all social media platforms, adding: "We are confident that solutions exist, but urgent action is needed."
Much of the current controversy came from Facebook's refusal to remove a post from US President Donald Trump, which said "When looting begins, filming begins", in reference to protests following the killing in Police custody of an unarmed black man, George Floyd.
A similar Twitter post had been labeled inflammatory.
Lego had previously suspended the marketing of kits involving police characters and had donated $ 4 million (£ 3.2 million) to fight racism, following Black Lives Matter protests.
It comes when the digital advertising industry is brought under new scrutiny in the UK, with the competition and market authority calling on the government to introduce a tougher regime to counter the market power of Google and Facebook.
The two companies had earned 80% of the £ 14 billion spent on digital advertising in 2019, he said.
A week ago, Facebook might have thought it could ignore a boycott campaign, which was initially joined by some companies known to be willing to take a stand on ethical issues.
But in the social media era, that Facebook played such an important role in shaping, movements can gain traction very quickly.
And a number of major companies have decided that it's better for their brands to join the boycott than sit on the sidelines.
According to the Wall Street Journal, a meeting between a Facebook executive and marketing and advertising agencies on Tuesday failed to turn the tide.
From concern about foreign interference and fake news during the 2016 American election to the Cambridge Analytica scandal, which erupted in 2018, Facebook appeared several times behind the curve, promising actions only after being pushed to respond by a user protest. or advertisers.
But while the latter crisis is damaging its reputation, it is not yet clear to what extent the company's profits will be affected when much of its revenue comes from small businesses.
And many of those taking part in the boycott are also pausing their advertisements on other smaller social media platforms.
So ironically, anger over Facebook's content moderation policies could end up doing more damage to rival sites with weaker finances.
