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The Facebook ad boycott is starting to rattle investors

After several days of largely shrugging off news about a growing Facebook advertiser boycott, investors now appear to be taking notice.

Shares of Facebook (FB) fell nearly 3% in early trading Monday, before rebounding, after big brands such as Starbucks (SBUX), Coca-Cola (CCEP) and Hershey’s said they would pause spending on the social media platform over concerns about its handling of misinformation and hate speech.

The dip comes after Facebook’s stock ended Friday down 8% on news that Unilever, the massive household goods company, would halt advertising on Facebook and Twitter (TWTR) for the rest of the year. (Twitter stock saw a similar decline on Friday.)

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The Facebook ad boycott is starting to rattle investors