While free speech may be defined, "free speech advocates" routinely do not care about free speech. They often use it as a rally cry to push their views onto others while working to ensure speech they don't like is silenced.

It's similar to how neoliberals say they care about humans when in reality they only care about corporations. Messaging doesn't always match optics.

Those people simply don't earn the term "free speech advocates" then. Someone can claim the banner, but if they don't live up to the term itself it doesn't matter what flag they want to fly.