The North Face announced on Friday plans to boycott Facebook in response to the social media platform’s content moderation policies.

Axar.az reports citing foreign media that the company, known for its outdoor recreation products, revealed that it would no longer purchase Facebook ads in the U.S.

The first large brand to do so, The North Face’s decision was spurred by a new political campaign known as “Stop Hate For Profit.”

The campaign, backed by organizations such as the NAACP and the Anti-Defamation League, is calling on businesses to stop advertising on Facebook during July.

Facebook is accused by the campaign of numerous offences, including turning a blind eye to calls for violence against protesters and voter suppression.