Brewing giant Heineken and satnav maker TomTom have joined the global Facebook advertising boycott – the first two high profile Dutch brands to do so. Hundreds of firms have pulled their Facebook advertising because of the social media platform’s perceived reluctance to get tough on racism and hate speech.

Heineken told broadcaster NOS it is concerned about the ‘damaging content on social media’ while TomTom said it was making the move as a response to debate about the way social media platforms encourage hatred and division.

Unilever said earlier it was stopping its Facebook advertising in the American market because of the growing polarisation in the US, but will not be expanding the boycott to other countries.

The Dutch Association of Advertisers, which includes Jumbo, ING, Bol.com and Procter & Gamble, said earlier this week it is to hold talks with Facebook about the company’s response to combating racism and hate speech across its platforms.

In the Netherlands, the BvA is now calling on Facebook to take a tougher line on hate speech. ‘If you see what platforms are earning, then more intensive moderation should be part of their service provision,’ director Henriette van Swinderen said.