The North Face becomes the first major company to boycott Facebook

In a tweet saying “We’re in. We’re Out” the clothing company announced Friday it would stop buying Facebook ads in the US in solidarity with organizations including the NAACP, the Anti-Defamation League, and Sleeping Giants.

In a follow-up statement to Business Insider, the company said it would also halt paid advertisements on Instagram, which is owned by Facebook.

“We know that for too long harmful, racist rhetoric and misinformation has made the world unequal and unsafe, and we stand with the NAACP and the other organizations who are working to #StopHateforProfit,” Steve Lesnard, The North Face’s global VP of marketing, said in a statement.