Over 800 companies, including Microsoft, Lululemon, Pfizer and Canada’s five biggest banks are pulling their ads from Facebook this month. They’re just a few of the companies responding to the Stop Hate for Profit boycott, led by civil rights groups who want white supremacist content and misleading climate and vaccine information off the platform.

Today on Front Burner, we talk to McGill’s Beaverbrook Chair in Media, Ethics and Communications and Big Tech Podcast co-host Taylor Owen on whether a threat to the tech giant’s bottom line is the right incentive to deal with hate speech on the platform.

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