Kellogg pulls ads from Breitbart News: site isn’t ‘aligned with our values’

An online campaign designed to get marketers to abandon the site featured a screen shot of the cereal companys Frosted Mini-Wheats advertisement

Breitbart News, a news platform for the so-called alt right founded by Trump chief strategist Steve Bannon, is being abandoned by advertising giant Kellogg.

Kellogg Co is pulling its ads from the website after an online campaign designed to get marketers to abandon the site featured a screen shot of a Kelloggs Frosted Mini-Wheats advertisement.

We regularly work with our media-buying partners to ensure our ads do not appear on sites that arent aligned with our values as a company, Kris Charles, a spokeswoman for Kellogg, told Bloomberg.

We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove our ads from that site.

Breitbart is the focus of a Twitter-hosted campaign, Sleeping Giants, that has been taking screen shots of ads appearing on Breitbart in an attempt to pressure brands to end their association with a site that has been widely accused of promoting racist, sexist and antisemitic content.

Earlier this month, the Breitbart News Network CEO, Larry Solov, told the financial data service that Breitbart has always and continues to condemn racism and bigotry in any form.

But Breitbart has also seen a surge in traffic, according to ComScore. The site had 19 million unique monthly visitors in October, up from 12.9 million a year ago.

Kellogg reportedly decided to blacklist Breitbart from the websites where its
products are advertised, after being contacted by customers who saw ads for Frosted Flakes and Frosted Mini-Wheats.

The companys decision follows the digital advertising services company AppNexus, which earlier stopped Breitbart from using its services over concerns that the publisher violated its hate-speech rules. A spokesman for the company said the publication had breached a policy against content that incites violence.

Bloomberg reported that not all companies are willing to abandon the site. The automaker Nissan said in a statement that its purpose in maintaining ads on the site was part of a strategy to reach as many people as possible.

The placement of Nissan advertising is not intended to be a political commentary and there are no plans to change the advertising mix at this time, the company said.

Read more: https://www.theguardian.com/media/2016/nov/29/kellogg-pulls-ads-from-breitbart-news-alt-right

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