What do they actually want social media companies to do? And how would this be achieved internationally?
It feels like they just take up 'issues' which allow them to say: I think this is a bad thing. It should stop. And I am a good person for thinking this obvious thought.
But it doesn't actually require them to do anything except pontificate.
It also seems quite unfortunate that they don't exactly have a great track record themselves on the causes they choose. E.g. Travalyst, while jetting around the world. E.g. online harm, while posting photos of their children on social media and potentially allowing child abuse to continue for 8 years.
Someone really needs to tell them that 'celebrities', which is what they are now, do not endear themselves to the public by lecturing them as if we require educating on the bloody obvious. I think Ricky Gervais has tried to tell celebs this, and those with any brains avoid this type of posturing. H&M, though, think they have a special role to educate us all.
Also, I personally feel very, very wary when there are discussions of child suicide, when it is being attributed to one cause and used in campaigns. One of the biggest risks with child self-harm is social contagion, and there is a very serious risk of linking online harm with a particular outcome. Or of giving it a special status, which is dangerous.