Lululemon, MEC and Arc’teryx are pulling their ads from Facebook in July in protest of the company’s inaction regarding hateful content on its platform. (CTV News)

Talking point: The advertising boycott—in which the likes of Microsoft, Ford, Unilever, Coca-Cola and Honda are participating—follows repeated calls from civil rights groups and Facebook staff to remove or label a May post by President Donald Trump, which critics say encouraged violence against Black rights protesters. Facebook CEO Mark Zuckerberg has defended his decision to keep the post up, insisting it doesn’t violate the platform’s policies. New reporting from The Washington Post, however, reveals longstanding tension between Zuckerberg and Trump, which the Facebook CEO has tried easing in part by amending the firm’s policies to make them harder for the president—and other political leaders—to violate, according to The Post’s sources. On Friday, Facebook said it would add more context to problematic posts related to politics and elections. The move hasn’t convinced companies not to boycott the platform.