A number of companies are resuming advertising on the likes of Facebook and Google after boycotting the social media platforms in the wake of the Christchurch terrorist attack.
Many withdrew advertising after the alleged gunman streamed the attack online, but four weeks on commercial reality is setting in.
"Advertisers I think have done a great job in making a stand. But we understand that commercial pressure does start to take its toll," Commercial Communications Council chief executive Paul Head told 1 NEWS.
"I’m sure there are a large number of organisations that have had potentially a significant revenue impact in the last little while, particularly smaller organisations.
"They’ll have hurt, there’s no doubt about that," he said.
New Zealand's biggest advertisers have been calling for changes to or suspension of Facebook's live streaming platform.