Lego has announced that it 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 toy firm 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 right-wing newspapers over what it sees as misleading headlines about child refugees.
Lego is the first big company to agree to the campaigners’ demands.
Lego spokesperson Roar Rude Trangbaek told The Independent: “We spend a lot of time listening to what children have to say. And when parents and grandparents take the time to let us know how they feel, we always listen just as carefully.
“We are both humbled and honoured to see how much consumers all over the world express their care for our company and our brand. And 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.”
“The agreement with The Daily Mail has finished and we have no plans to run any promotional activity with the newspaper in the foreseeable future.”
A Daily Mail spokesman said: “Our agreement with Lego has finished and we have no plans to run any promotional activity with Lego in the foreseeable future.”