Lego has joined Target, Ford, Adidas, Coca Cola, Starbucks and Unilever in pulling its advertising from Facebook. The company will pause paid advertising for at least 30 days as part of the ‘Stop Hate for Profit’ campaign. This comes after a pledge to join the fast-growing advertising boycott to end hate speech across social media, following the Black Lives Matter protests. Lego’s Chief Marketing Officer, Julia Goldin, said that the company is committed to: “contributing to a positive, inclusive digital environment free from hate speech, discrimination and misinformation." Facebook has responded to the boycott stating its artificial intelligence already roots out 90% of hate speech. The company also explained it will be teaming up with experts and civil rights groups to find new ways to mitigate divisive posts on its platforms.