Patagonia said in a series of tweets on Twitter that the ban will last until at least the end of next month and accused Facebook of being a channel for “disinformation”.

The retailer, which is well known for taking a stance on ethical and environmental issues, said: ”Patagonia is proud to join the Stop Hate for Profit campaign. We will pull all ads on Facebook and Instagram, effective immediately, through at least the end of July, pending meaningful action from the social media giant.

“For too long, Facebook has failed to take sufficient steps to stop the spread of hateful lies and dangerous propaganda on its platform.