Carphone Warehouse suspends Celebrity Big Brother sponsorship

Carphone Warehouse has suspended its 3m sponsorship of Celebrity Big Brother amid allegations of racism in the house. The telecoms giant says it was forced to act after last night’s episode, in which Bollywood film star Shilpa Shetty accused housemates including Jade Goody of being racist for the first time…

Celebrity%20Big%20Brother

Carphone Warehouse has suspended its £3m sponsorship of Celebrity Big Brother amid allegations of racism in the house.

The telecoms giant says it was forced to act after last night’s episode, in which Bollywood film star Shilpa Shetty accused housemates including Jade Goody of being racist for the first time.

Carphone Warehouse chief executive Charles Dunstone says: "Our concern has rapidly mounted about the broadcast behaviour of individuals within the Big Brother house. We are totally against all forms of racism and bullying and indeed this behaviour is entirely at odds with the brand values of The Carphone Warehouse. As a result, we feel that as long as this continues we are unable to associate our brand with the programme.

"We had already made our position clear to Channel 4 that, were this to continue, we would have to consider our position. Nothing we saw last night gave us any comfort. Accordingly, we have instructed Channel 4 to remove our sponsorship and branding with immediate effect."

Carphone’s decision comes after complaints to regulator Ofcom and Channel 4 topped 30,000.

Recommended

Levi appoints new European chief

Marketing Week

Levi-Strauss, the jeans brand, has appointed Armin Broger as president of its European division. He will take over the role next month. He succeeds European chief executive John Anderson, who had been covering the role on an interim basis following the departure of former chief executive Phil Marineau. Broger joins from jeans company 7 For […]

Which? calls on FSA to ‘name and shame’ insurance firms

Marketing Week

Which? has urged the Financial Services Authority (FSA) to name and shame insurance companies that run misleading advertising instead of merely warning them to stop. The consumer group spoke out after the FSA issued an ultimatum to insurance companies to stop using misleading savings claims in ads or face regulatory action. Which? personal finance campaigner […]

Comments

    Leave a comment