Source: John Keeble / Getty

The North Face just sent a thunderous message to Facebook.

Today (Jun.19), the company became the first major brand to boycott Facebook by pulling its ads from the social media network.

“We know that for too long harmful, racist rhetoric and misinformation has made the world unequal and unsafe, and we stand with the NAACP and the other organizations who are working to to a company spokesman, effective immediately, The North Face will be halting all US paid advertising with Facebook until it sees the social network put stricter policies to curb racist, violent, and hateful content and misinformation from circulating on the platform.

According to Business Insider, The North Face won’t be the only brand to boycott Facebook.

The reaction to The North Face’s decision has been well-received with Twitter users applauding the company’s decision to boycott Facebook.