VAUDE sets an example against disinformation, hate speech and racism
- VAUDE channel on platform X is shut down
- Advertising ban on social networks
- VAUDE speaks out clearly against fake news, hate speech and racism
March 21, 2024. VAUDE is leaving Platform X with immediate effect as of March 2024. "This is our response to the increasing misinformation, discriminatory and right-wing populist content and the increasingly aggressive style on X - we want to clearly distance ourselves from this," says Manfred Meindl, VAUDE Marketing Director. With a view to the super election year 2024, VAUDE expects a further escalation of the tone and content, especially on X, but also on other social channels. VAUDE no longer wants to advertise in this environment. The outdoor brand will therefore stop all paid advertising on all social networks at the end of the month and focus on other environments.
"We stand up for diversity, fairness and responsibility and take a firm stance against disinformation and discrimination of any kind. We are therefore concerned about the current developments in social channels and do not want to support them financially through advertising revenue. It is also important to us to position our brand in a good and constructive environment that is compatible with our values. In the paid media sector, we as a brand unfortunately have no influence whatsoever on what content our ads are surrounded by, which is why we are completely withdrawing from this area," says Manfred Meindl.
Platform X no longer sustainable: X-odus continues
Since entrepreneur Elon Musk took over Twitter and renamed it "X", the spread of disinformation and the number of discriminatory and anti-democratic posts has increased significantly. The company is not counteracting these developments, but rather supporting them through a lack of moderation, the activation of accounts that spread hate and the simultaneous blocking of critical accounts. Elon Musk himself fuels discriminatory and racist content. This is also shown by his recent post on X, in which he takes the side of Austrian right-wing extremist Martin Sellner and is outraged by his deportation from Switzerland. Sellner has already been banned from entering several countries, including Germany, due to his right-wing extremist views.
In the meantime, the EU Commission has initiated proceedings against X for "disseminating illegal content". Numerous companies, media, academic and government institutions have already taken their leave of the platform.
VAUDE is committed to constructive discourse online
VAUDE regrets this development, as the company has been communicating very actively and successfully on all social media channels relevant to the brand for many years and has also built up a strong connection to its communities. Direct dialog and interaction with many people is in line with the VAUDE philosophy. "These channels give us the opportunity to provide very up-to-date and transparent insights into everything that is happening at VAUDE. In view of the global challenges and developments, we are also increasingly using the networks to draw attention to current political and social issues to which we as a company have a connection, such as the climate crisis, diversity or racism.
Our focus is on offering real solutions and thus refuting the seemingly simple answers spread by right-wing populists and conspiracy ideologues, especially on X, with factual arguments," reports Manfred Meindl. In this way, VAUDE aims to promote constructive, fact-based dialog on social media. The response has been overwhelming; VAUDE has reached more people than ever before with the latest posts against right-wing populism. VAUDE itself adheres to strict community guidelines on its social channels.
VAUDE continues to take a stand on social media
VAUDE will continue to communicate actively via all other social media channels and take a stand: Linkedin, Instagram, Facebook, TikTok and Youtube. "We would be very happy to see our followers on X on our other channels in the future," says Manfred Meindl. The VAUDE channel on X will be shut down and will no longer feature content, but will not be closed for trademark reasons. VAUDE will therefore no longer offer user service on X. Service requests may be sent directly to VAUDE: service@vaude.com
More about VAUDE's positioning for diversity, democracy and human rights
More about commitment & attitude in the VAUDE Sustainability Report
More about diversity at VAUDE