Some Facebook Ad Boycotters Return—but Plenty of Big Players Are Staying Away

Some advertisers that left Facebook Inc. for July to protest its handling of hate speech on its platforms say they are coming back, while the tech giant’s financial outlook suggested the boycott isn’t taking a major financial toll.

VF Corp.’s North Face, arguably the first widely known brand to join the campaign, said it would resume doing business with Facebook in August. “We are encouraged by the initial progress and recognize that change doesn’t happen overnight,” said a spokeswoman for North Face.

Marketers including brewer Heineken, sportswear maker Puma SE...