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Facebook has defended its attempts to tackle hate speech amid growing criticism of the platform.
The intervention comes as a host of big advertisers have committed themselves to a boycott, as part of a campaign to encourage social media sites to crack down on hate speech.
Facebook said it was already working to get rid of such content, but that debates around whether it should be fully removed are difficult.
Starbucks has become the latest household name to suspend its adverts, following the likes of Unilever and Coca-Cola, amid concerns that the tech giant is failing to address the issue.
Facebook boss Mark Zuckerberg has come under fire for not taking action on the matter, keeping up a post by Donald Trump, in which the president said "when the looting starts, the shooting starts", during protests across the US over the death of George Floyd.
Steve Hatch, Facebook's vice president for northern Europe, said there is "no tolerance on our platform for hate speech" but that the debates around the such issues are "extremely challenging".
"There is no profit to be had in content that is hateful," Mr Hatch told BBC Radio 4's Today programme.
"The debates that we see around these topics are extremely challenging and can be very, very wide-ranging."
He said most people have a positive experience on the social network but admitted there is a "small minority of those that are hateful" because "when there's hate in the world there will also be hate on Facebook".
It came as Facebook launched an advertising campaign to improve people's awareness of fake news shared online, encouraging users to question what they see.
The initiative - devised in consultation with fact-checking partner Full Fact - asks the public to check whether a post is from a trusted source, ensure they read beyond headlines, and be alert to manipulated images, as well as reflecting on how it makes them feel.
Black Lives Matter protesters gather across the UKShow all 79 1 /79Black Lives Matter protesters gather across the UK Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Parliament Square, London, in memory of George Floyd who was killed on May 25 while in police custody in the US city of Minneapolis
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Black Lives Matter protesters gather across the UK A girl wears a face mask during a Black Lives Matter rally in Parliament Square
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Black Lives Matter protesters gather across the UK People are seen by a mural of George Floyd who died in police custody in Minneapolis, Stevenson Square, Manchester
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Manchester Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Children pose for their family in front of discarded placards fixed on a wall in Piccadilly Gardens after a Black Lives Matter demonstrations in Manchester
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Black Lives Matter protesters gather across the UK People shout slogans during a Black Lives Matter rally in Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators in Leicester
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Black Lives Matter protesters gather across the UK A demonstrator holds up a placard during a Black Lives Matter protest in Parliament Square
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Black Lives Matter protesters gather across the UK A demonstrator gestures during a Black Lives Matter protest in Manchester
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Black Lives Matter protesters gather across the UK A mounted police officer raises their baton as police horses ride along Whitehall, past the entrance to Downing Street, in an attempt to disperse protestors gathered in central London
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Bute Park, Cardiff
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally march on Vauxhall Bridge Road, London
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Black Lives Matter protesters gather across the UK Protesters hold up signs as they march along a road during a peaceful Black Lives Matter march in Aylesbury
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Black Lives Matter protesters gather across the UK People climbing on top of the Queen Victoria Statue as they take part in a Black Lives Matter protest rally in Manchester Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Children pose for a photo during a Black Lives Matter protest at Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators hold placards as they attend a protest march to the US Embassy in London
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Black Lives Matter protesters gather across the UK Protesters demonstrate near the the US Embassy in Nine Elms in London
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Black Lives Matter protesters gather across the UK Protesters in Whitehall following a Black Lives Matter protest rally in Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators wearing protective face masks and face coverings hold placards during a Black Lives Matter protest in Leicester
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Black Lives Matter protesters gather across the UK A demonstrator is seen during a Black Lives Matter protest in Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators are seen as police officers look on during a Black Lives Matter protest near Downing street in London
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Black Lives Matter protesters gather across the UK Demonstrators are seen wth police liaison officers during a Black Lives Matter protest in Luton
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Black Lives Matter protesters gather across the UK A protest at Parliament Square in London
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Black Lives Matter protesters gather across the UK A demonstrator in Leicester
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators wearing protective face masks and face coverings hold placards during a Black Lives Matter protest in Leicester
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Black Lives Matter protesters gather across the UK Demonstrators block traffic outside Victoria Station
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Custom House Square, Belfast
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Black Lives Matter protesters gather across the UK Police on horseback in Whitehall following a Black Lives Matter protest rally in Parliament Square, London
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Black Lives Matter protesters gather across the UK Protesters hold placards as they attend a demonstration in Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators throw flares above a police line during a Black Lives Matter march in London
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Black Lives Matter protesters gather across the UK People climbing on top of the Queen Victoria Statue as they take part in a Black Lives Matter protest rally in Manchester Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Demonstrators raise their hands facing police officers after scuffles during a Black Lives Matter march in London
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Black Lives Matter protesters gather across the UK People are seen placing placards on a fence in London
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Black Lives Matter protesters gather across the UK A demonstrator is seen with a protective face mask during a Black Lives Matter protest in Watford
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Black Lives Matter protesters gather across the UK A sign alternatively naming Wilson Street 'Rosa Parks Street' in Glasgow. Activists have put up names of black people and civil rights activists throughout history alongside street names around the Scottish centre as part of the ongoing worldwide demonstrations following the death of George Floyd
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Black Lives Matter protesters gather across the UK Boxer Anthony Joshua is seen with demonstrators during a Black Lives Matter protest in Watford
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Black Lives Matter protesters gather across the UK Demonstrators gather outside Downing Street
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Black Lives Matter protesters gather across the UK Demonstrators kneel facing police officers after scuffles during a Black Lives Matter march in London
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Black Lives Matter protesters gather across the UK Demonstrators lay on the pavement during a Black Lives Matter rally at Trafalgar Square
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Black Lives Matter protesters gather across the UK A protester stands on bus stop and raises their hand during a Black Lives Matter protest at Parliament Square
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Black Lives Matter protesters gather across the UK Protesters holding placards gather in Manchester
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Black Lives Matter protesters gather across the UK A man gestures during a Black Lives Matter march in in London
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Black Lives Matter protesters gather across the UK Girls hold placards in London
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Black Lives Matter protesters gather across the UK A demonstrator in Parliament Square
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Black Lives Matter protesters gather across the UK A demonstrator wearing a protective face mask during a Black Lives Matter protest in Leicester
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Black Lives Matter protesters gather across the UK A protest placard is affixed to the plinth of a statue of the Duke of Wellington on the second day of Black Lives Matter demonstrations in Piccadilly Gardens
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Deansgate, Manchester
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Black Lives Matter protesters gather across the UK Demonstrators stage a Black Lives Matter Protest in Leicester city centre
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Black Lives Matter protesters gather across the UK A demonstrator points towards a mounted police officer laying in the road after being unseated from their horse, during a demonstration on Whitehall, near the entrance to Downing Street
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Black Lives Matter protesters gather across the UK A 'Black Lives Matter' (BLM) protest at Parliament Square
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Manchester Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Protesters in Whitehall following a Black Lives Matter protest rally in Parliament Square, London
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Black Lives Matter protesters gather across the UK Protesters in Whitehall following a Black Lives Matter protest rally in Parliament Square
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Black Lives Matter protesters gather across the UK Protests at Parliament Square in London
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Black Lives Matter protesters gather across the UK A demonstrator holds a placard during a Black Lives Matter protest in Watford
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Black Lives Matter protesters gather across the UK Demonstrators hold placards during a Black Lives Matter protest in Watford
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Black Lives Matter protesters gather across the UK Protesters hold placards as they march through central London
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Black Lives Matter protesters gather across the UK Demonstrators in Parliament Square
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Black Lives Matter protesters gather across the UK Protesters kneel as they hold placards during a demonstration in Manchester
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Black Lives Matter protesters gather across the UK A mother and son hold up a sign during a peaceful Black Lives Matter march in Aylesbury
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Black Lives Matter protesters gather across the UK A protest march in Manchester
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Parliament Square, London
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Black Lives Matter protesters gather across the UK Demonstrators are seen standing on top of a bus stop wearing protective face masks and face coverings as the Black Lives Matter protesters march to the Home Office in London
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Manchester Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Demonstrators during a Black Lives Matter protest in Manchester are seen by a mural of George Floyd
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Parliament Square, London
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Black Lives Matter protesters gather across the UK A demonstrator is seen wearing a protective face mask as the Black Lives Matter protesters march to the Home Office in London
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Black Lives Matter protesters gather across the UK Protest in Parliament Square
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Black Lives Matter protesters gather across the UK Demonstrators with a flare are seen during a Black Lives Matter protest near Downing street in London
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Bute Park, Cardiff
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Black Lives Matter protesters gather across the UK Protesters hold up signs during a peaceful Black Lives Matter march in Aylesbury
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Black Lives Matter protesters gather across the UK A protester raises his arm during a second day of Black Lives Matter demonstrations in Piccadilly Gardens
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Bute Park, Cardiff
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Black Lives Matter protesters gather across the UK Placards are seen during a Black Lives Matter protest in Parliament Square
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Black Lives Matter protesters gather across the UK People take part in a Black Lives Matter protest rally in Manchester Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Protesters holding placards gather at the Queen Victoria monument for a second day of Black Lives Matter demonstrations in Piccadilly Gardens
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Black Lives Matter protesters gather across the UK Protesters hold placards as they attend a demonstration in Manchester
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Black Lives Matter protesters gather across the UK A woman kneels during a Black Lives Matter rally in London
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"People who make false news try to manipulate your feelings," warns one of the messages.
"If it looks too good to be true, it probably is."
With an increasing number of firms backing the #StopHateforProfit campaign, Facebook's share value fell by more than 8 per cent on Friday.
In response, the tech giant said it is banning adverts containing claims that people of a specific race, religion or sexual orientation are a threat to others.
Additional reporting by agencies
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