It comes after increased pressure from social media campaigners
Toy company Lego has been praised for ending its advertising relationship with right-wing newspaper The Daily Mail.
The decision comes after increased pressure from the public campaign Stop Funding Hate, which looks to drop adverts from newspapers accused of promoting “hatred, discrimination and demonisation”.
The Danish firm, which has previously run free giveaways in the newspaper, responded to social media campaigners by tweeting: “We have finished the agreement with the Daily Mail and are not planning any future promotional activity with the newspaper."
@StopFundingHate We have finished the agreement with The Daily Mail and are not planning any future promotional activity with the newspaper— LEGO (@LEGO_Group) November 12, 2016
Sports pundit Gary Lineker and singer Lily Allen have voiced their support for the move on Twitter. Lineker was said to be in talks with Walkers crisps, for which he is a brand ambassador, to end their advertising with The Sun.
Brick by brick..... https://t.co/nEJMII9W66— Gary Lineker (@GaryLineker) November 12, 2016
Stop Funding Hate urges advertisers to rethink their ‘support’ for rightwing newspapers over what it sees as misleading headlines about child refugees, and the recent ruling by High Court judges that Parliament must be consulted before Article 50 is triggered.
Lego is the first big company to agree to the campaigners’ demands.
The Co-Op Group has said it is ‘reviewing’ its advertising but other companies have, until now, refused to withdraw their adverts.
John Lewis, another key target of the campaign said: “We fully appreciate the strength of feeling on this issue but we never make an editorial judgement on a particular newspaper.”
Stop Funding Hate released a video targeting the retailer following the release of its annual Christmas ad.
Waitrose and Marks & Spencer are also being urged to drop their Christmas advertising in certain tabloids.