Starbucks introduced in a assertion Sunday that the worldwide espresso chain would “pause advertising on all social media platforms” as it really works to deal with tips on how to “stop the spread of hate speech.”

The strikes comes as dozens of corporations, together with Coca-Cola, The North Face, Honda, Levi’s, Patagonia, Unilever and Verizon have joined the #StopHateForProfit marketing campaign to briefly pause promoting on Facebook and Instagram. Starbucks didn’t say it might be becoming a member of the marketing campaign, which intends to protest hate and disinformation being unfold on Facebook, and it isn’t listed as one of many taking part companies.

“We believe in bringing communities together, both in person and online, and we stand against hate speech,” the corporate’s assertion stated. “We believe more must be done to create welcoming and inclusive online communities, and we believe both business leaders and policy makers need to come together to affect real change.”

Starbucks’ current social media posts pledge assist for the Black Lives Matter motion.

Starbucks confirmed to TIME that this pause on social media promoting wouldn’t embrace YouTube. The espresso chain doesn’t contemplate the video platform a social media platform per se and so they stated they’re already working with website to make sure acceptable pointers. Starbucks additionally confirmed that it’ll proceed posting on social media, however will chorus from paid promotions.

Additionally, Starbucks confirmed to TIME that it might not be signing up for the #StopHateForProfit marketing campaign and pledged its assist to have conversations internally and with social media platforms about what parameters ought to appear to be concerning hate speech.

As the #StopHateForProfit marketing campaign grew, Facebook CEO Mark Zuckerberg pledged some adjustments on Friday in a submit on the web site. He stated the corporate would change its insurance policies to ban hate speech in ads. Those new guidelines would ban adverts that declare folks from a selected race, ethnicity, nationality, caste, gender, sexual orientation or immigration origin are a menace to the bodily security or well being of anybody else, Zuckerberg stated. Zuckerberg additionally stated Facebook would look to cease promoting on the platform which expressed contempt or disgust in direction of immigrants, migrants, refugees and asylum-seekers.

Facebook’s web site says “we remove hate speech, harassment, threats of violence and other content that has the potential to silence others or cause harm.”

But the Stop Hate for Profit Campaign will not be happy together with his remarks, calling them “small changes” as a substitute of systemic options. The marketing campaign particulars a listing of 10 really helpful insurance policies as a place to begin. They embrace calls to “stop recommending or otherwise amplifying groups or content from groups associated with hate, misinformation or conspiracies to users” and to “find and remove public and private groups focused on white supremacy, militia, antisemitism, violent conspiracies, Holocaust denialism, vaccine misinformation and climate denialism.”

Facebook has lengthy confronted accusations of failing to deal with the unfold of hate speech, particularly in languages aside from English and criticism has typically come from inside its personal ranks. Dozens of Facebook workers staged a digital stroll out earlier this month, in protest of the corporate’s choice to not take motion on inflammatory posts by President Donald Trump, who stated “when the looting starts, the shooting starts,” in response to nationwide protests over Georgia Floyd’s demise. Many criticized the specter of violence in opposition to protesters and Black folks. Twitter let Trump’s message stay on the platform, however flagged it as violating the “Twitter Rules about glorifying violence,” whereas Facebook left the message alone.

Write to Sanya Mansoor at