Kellogg's has pulled advertisements from the conservative website Breitbart News Network following complaints from activists that the cereal company was indirectly funding the website.
According to Bloomberg, Breitbart's critics have been taking screenshots of ads for Frosted Mini Wheats alongside articles they say promote racist and anti-Semitic rhetoric. Breitbart has gained national attention in recent weeks after the company's former chairman, Steven Bannon, was named Donald Trump's senior counselor and chief White House strategist.
An online campaign urging Kellogg's to blacklist the publication succeeded this week, and the company subsequently released a statement further separating itself from the alt-right “news” source.
“We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as a company,” Kris Charles, a spokeswoman for Kellogg, said in a statement. “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.”
Kellogg's isn't the first company to distance itself from Breitbart. As Bloomberg notes, Allstate Insurance, Warby Parker, and Nest have all pulled their ads from the site. Though Breitbart has reportedly seen its viewership spike over the last year (in October, the site garnered 19.2 million unique visitors, compared to 12.9 million the same time last year), the backlash attached to the publication’s polemics is apparently enough to make brands think twice about their advertisements.
Still, some companies are willing to stick with Breitbart in order to reach the site’s expanding audience. Nissan, for instance, has chosen to maintain its relationship with Breitbart, and released a statement saying the company had no plans to remove its ads from the site.