On October 21, 2020, French spirits conglomerate Pernod Ricard announced #EngageResponsibly, a so-called initiative to combat online hate speech. Marketed as an effort to create a safer digital environment, the reality was far more insidious—it was a corporate-backed censorship campaign designed to silence conservatives and anyone who dared challenge the prevailing left-wing narratives. Under the guise of “responsible advertising,” Pernod Ricard, along with the Global Alliance for Responsible Media (GARM) and the Association of National Advertisers (ANA), sought to pressure brands and social media platforms into enforcing ideological purity tests, where only approved speech would be tolerated.
At the center of this initiative was a proposed crowdsourcing app, empowering activist users to mass-report so-called “hate speech”—a term increasingly weaponized to suppress dissent. Companies were also encouraged to earn an Anti-Hate Certification by calculating their “hate footprint” and financially supporting NGOs that actively push woke agendas.
The Catalyst: Facebook’s Response to Trump’s Post
The origins of #EngageResponsibly can be traced back to May 2020, when Facebook chose not to remove a post by then-President Donald Trump, which read:
“When the looting starts, the shooting starts.”
This statement, made in response to violent riots following the death of George Floyd, sparked outrage among activists. While Twitter, under Jack Dorsey’s leadership, hid the post, Facebook stood firm in its decision to leave it up. In retaliation, more than 1,200 companies joined the #StopHateForProfit boycott, pressuring Facebook to aggressively moderate content.
The boycott was successful—Facebook increased its removal of so-called “hateful” content—but activists demanded even more censorship. #EngageResponsibly was launched as a long-term solution to enforce these standards, with ANA CEO Bob Liodice stating:
“This is not for our members only. It is available to all brands committed to responsible advertising.”
The Role of Corporate Activism
The companies that supported the boycott and pledged allegiance to #EngageResponsibly include many of the same multinational corporations that have embraced radical ideological agendas over the past five years. Among them:
- Adidas
- Ben & Jerry’s
- Best Buy
- Coca-Cola
- CVS Health
- Heineken
- LEGO
- PepsiCo
- Target
- Unilever
These are the same corporations that spend hundreds of millions of dollars on Net Zero commitments, promote radical gender ideologies, signal their allegiance to DEI initiatives, and use shareholder capital to push ideological narratives.
The Broader Agenda: Controlling Speech and Consumer Behavior
This initiative is not an isolated effort—it is part of a broader censorship playbook designed to undermine free speech and control consumer choices. The First Amendment remains a major obstacle for those who seek to silence opposing views, and these corporate-backed campaigns serve as tools to erode fundamental freedoms.
The executives funding this movement should be held accountable, and the NGOs shaping these narratives must be scrutinized. If left unchecked, these forces will continue to dictate what Americans can say, think, and support.
The Solution: Stop Funding Woke Corporations—Use Veebs Instead
Pernod Ricard, one of the leading forces behind #EngageResponsibly, sells spirits under nearly 40 household brands in the U.S., including:
- Absolut
- Malibu
- Jameson
- Jefferson’s
- Chivas
- Beefeater
Americans must start paying attention to where their money goes. If you’re tired of funding corporations that push ideological agendas, there’s a solution: Veebs.
💡 Veebs helps you quickly identify which companies align with your values—so you can make informed, principled spending choices.
📲 Download Veebs today on the App Store or Google Play and start shopping with confidence. Visit VeebsApp.com to learn more!