Sponsor and Corporate Backlash
On 18 January, The Carphone Warehouse suspended its sponsorship of Celebrity Big Brother with immediate effect over the alleged racism. This did not however, entitle the Carphone Warehouse to recoup prepaid sponsorship monies, therefore causing minimal financial damage to Channel 4. The company's chief executive, Charles Dunstone, stated:
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 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.
Other sponsors of the show, Beauty-boxes.com, Zamya aromatherapy products, United Biscuits and Cobra Beer, withdrew sponsorship from the programme, and deals with a number of advertisers, including Cow & Gate, the baby food manufacturer, and MoneySupermarket.com were cancelled. Vanni Treves, Channel 4's former chairman, urged the station to cancel the show while Hertsmere Borough Council, the owners of Big Brother's studios in Borehamwood, threatened to refuse permission to film.
Fragrance chain The Perfume Shop withdrew Jade Goody's brand of perfume, Shh..., from their stores. Pharmacy chain Boots, and Debenhams department stores followed suit and pulled the perfume from their shelves. HarperCollins cancelled plans to publish the paperback version of Jade Goody's autobiography. The book, titled Jade: My Autobiography was published in hardback in May 2006, and was scheduled to be released in paperback on 5 February 2007. A spokesman for the firm stated:
In light of recent events, HarperCollins has decided it wouldn't be appropriate to proceed with the paperback publication of Jade: My Autobiography as planned on 5 February. The author and agent support this decision.
A charity supported by Jade named Act Against Bullying dropped all mention of Jade from their website citing the racism allegations as the cause. LIVINGtv also cancelled its six-figure contract with Jade Goody, though it did not specifically cite her behaviour as a cause.
Motorcycle insurance company Bennetts also terminated its six-figure agreement with Danielle to be the official model for their company, citing the racism allegations for this termination.
Read more about this topic: Celebrity Big Brother Racism Controversy
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