Facebook CEO Mark Zuckerberg. Photo credit: Anthony Quintano on Flickr, under Creative Commons license

A growing number of brands happen to have begun boycotting advertising on Facebook on the heels of the company’s latest controversy centered on scrutiny around the way it moderates content. A push for an ad boycott was kickstarted recently by six civil rights groups, among them the Anti-Defamation League and the National Association for the Advancement of Colored People (NAACP). The civil rights groups have begun urging marketers to stop purchasing ads on Facebook, going by the twitter hashtag #stophateforprofit. A website using the same slogan has also been set up by the rights groups.

Popular clothing brand The North Face is the biggest brand yet to answer to the boycott, having announced via a recent tweet that they were boycotting ads on Facebook. The clothing company says it’s stopping all Facebook advertising “until stricter policies are put in place to stop racist, violent or hateful content and misinformation from circulating on the platform.” The North Face brand is owned by apparel giant VF Corporation, which says other brands in its portfolio are also “considering” boycotting Facebook ads.