[Leona]

Reality TV Show Sponsor Pulls Out
Thursday January 18, 02:38 PM





The Carphone Warehouse has suspended its sponsorship from the Celebrity Big Brother show after alleged racist comments sparked thousands of complaints. The company ordered Channel 4 to remove its name and branding from the programme with immediate effect.
The move came after last night's episode saw an escalation of alleged racist bullying directed at Bollywood star Shilpa Shetty.

Charles Dunstone, The Carphone Warehouse CEO, said: "Our concern has rapidly mounted about the broadcast

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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 it 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 name and branding with immediate effect."

Up to 27,000 viewers agree with Shetty - they have complained to TV regulator Ofcom about fellow housemate Jade Goody's behaviour towards the Indian actress.

Some have defended Goody, saying she is not racist, just ignorant.

However, The Perfume Shop has also decided to withdraw sales of her perfume from its shelves following the controversy.