Facebook has vowed to close the “trust deficit” after more than a hundred companies announced they were boycotting the social media company’s advertising platform. Mark Zuckerberg’s tepid apologies tend to arrive at regular intervals; his most recent comes in response to complaints that his platform doesn’t do enough to police hate speech.

As city streets across America became battlegrounds between protesters and cops in the wake of George Floyd’s murder on May 25, President Donald Trump took to social media to advocate for deadly force to be visited upon looters. The president’s message was flagged on Twitter for promoting violence but was allowed to stand untouched on Facebook, angering both Facebook employees and civil rights groups.

Zuckerberg claimed that, personally, he had a “visceral negative reaction” to Trump’s tweet, but, as “the leader of an institution committed to free expression,” he had no choice but to let it stand.