Nobody was ever hiding that the boycott is for July; the call for the boycott says so in the first line. Some companies decided to go for more than a month but that's their choice.
> On June 17, Color Of Change along with the NAACP, ADL, Sleeping Giants, Free Press, and Common Sense Media called on Facebook’s advertisers to hit pause on ad spending for July 2020
> On June 17, Color Of Change along with the NAACP, ADL, Sleeping Giants, Free Press, and Common Sense Media called on Facebook’s advertisers to hit pause on ad spending for July 2020
> https://colorofchange.org/stop-hate-for-profit/