Facebook ad boycott: Why big brands 'hit pause on hate'

These companies are basically saying that they want to control the content that Facebook allows. They want want Facebook to act as a publisher of content (which they are already).

I'm curious how "hate" is officially defined by these companies, though, because a lot of what is being scrubbed isn't "hateful" in the strictest sense. It is just offensive to some, and "hate" doesn't have to be included to cause offense.