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The social network’s crisis has been a long time in the making and shows no sign of going away

It took less than two hours for Facebook to react and it did so for good reason.

At 5pm on Friday, Unilever, one of the world’s largest advertisers, with a portfolio of products that ranges from Marmite to Vaseline, suddenly announced it was pulling all adverts from Facebook, Instagram and Twitter in the US.

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