Initiative will encourage clients to avoid Facebook following an admission from the tech giant that it allows Spotify and Netflix to access people’s private messages.
Global CEO Mat Baxter took to LinkedIn to air his frustration, saying: “It’s about time we take a collective stand against the egregious behavior of Facebook.
“Every time these sorts of stories surface they assure us that they are “trying harder”... enough is enough. I will be advising clients to stay off the platform entirely - hopefully, when they feel the pain of lost advertising dollars things might just change.”
The admission from Facebook came after a report detailed how numerous companies had undisclosed access to user data.
Facebook revealed it allowed some companies to access people’s private messages so they could use its messaging features through other apps.
While Facebook said it found no evidence of companies abusing their access, the security concern is the final straw for Baxter following a slate of other data breaches and issues of audience inflation.
Intiative, owned by IPG Mediabrands, is one of the only media agencies to take a hard stance against Facebook.
Despite the global controversy Facebook faced this year, the company reported a 50% increase in ad sales in April.
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