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[Image: Reuters.]

[Image: Reuters.]

“We are both humbled and honoured to see how much consumers all over the world express their care for our company and our brand,” said Lego spokesman, the delightfully-named Roar Rude Trangbaek, making the perfect point.

Advertising with a newspaper that promotes “hatred, discrimination and demonisation” is bad for any company’s reputation.

That is what firms like Co-op, Waitrose, Marks & Spencer and John Lewis need to consider carefully – the harm to themselves – rather than making spurious claims about “editorial judgement on a particular newspaper”.

Stop Funding Hate has made a short video about the issue, which you can see here.

Lego, meanwhile, is on a PR high. As Mr Trangbaek added: “We will continuously do our very best to live up to the trust and faith that people all around the world show us every day.”

Now let’s see some British firms follow suit.

Lego will stop advertising its products in the Daily Mail, following a public campaign calling on big companies to drop adverts from newspapers accused of promoting “hatred, discrimination and demonisation”, the company has announced.

The Danish firm, which has previously run free giveaways in the newspaper, responded to social media campaigners Stop Funding Hate by tweeting: “We have finished the agreement with the Daily Mail and are not planning any future promotional activity with the newspaper.”

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.

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.”

Waitrose and Marks & Spencer are also being urged to drop their Christmas advertising in certain tabloids.

Source: Lego ends advertising with Daily Mail after calls for companies to ‘Stop Funding Hate’ | The Independent

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