Is it true Tumblr is crossing the picket line by marketing One Piece?
It's unfortunate to have that show's ads blasted on all our dashboards, to be sure, but it doesn't exactly fit the definition of "crossing the picket line", which is specific strike terminology that's been muddied a bit by talk on the Internet.
Crossing a picket line generally means crossing an actual, physical picket line to work at a struck company, thereby disregarding the strikers. [Updated 1 September to clarify that crossing a picket line is specifically referring to workers crossing picket lines, not patrons.] (Recent example in the news: hotel workers on strike in California picketed hotels and called for a boycott; therefore, staying at those hotels was crossing a picket line.) It can also be used figuratively, and in that case it differs from strike to strike, depending on the specific union demands.
[Side note: there's no call for a boycott from WGA/SAG-AFTRA, so subscribing to streaming services/going to movie theaters isn't crossing a picket line at this time; however, people canceling streaming services in solidarity and leaving a note that explains they're canceling in support of the strikes is a move we wholeheartedly support! See WGA negotiating committee co-chair Chris Keyser's interview about that here.]
Tumblr is a company, not a person, so SAG-AFTRA can't discipline it for marketing a Netflix show like it would discipline an individual (a stern talk from the board, or prohibiting them from SAG-AFTRA membership, etc.) There's no legal way for any union to enforce a no-marketing rule for companies. If Tumblr had a strong solidarity ethic, they'd turn down studio marketing campaigns, but that's a lot to expect from any profit-driven company and shouldn't come as a surprise to anyone.
So, tl;dr: crossing the picket line? Not exactly. Still a not-great thing to do? Absolutely, and you can always send Tumblr a feedback form expressing your disapproval that they're marketing for Netflix during the strikes.
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