Kellogg Foods Fighting Against Bigotry Pulls Ads From Breitbart News
By: Kyle West, Xiro Xone News December 1, 2016 Updated: 10:12 AM
Kellogg's, the maker of Frosted Flakes, Apple Jacks and Cocoa Krispies, are the latest company to declare that they will no longer allow their advertising to appear alongside articles on Breitbart News website.
Anti-Defamation groups who promote tolerance and fight against hate, are calling the articles that were on the site “sexist,” “racist,” and “xenophobic.” Insurance company Allstate, pharmaceutical company, Novo Nordisk, glass maker Warby Parker, and the San Diego Zoo have reportedly stopped running ads on Breitbart’s website.
In a statement from the Kellogg Company, the said, “We regularly work with media buying partners to ensure our ads do not appear on sites that aren’t aligned with our values as set forth in our advertising guidelines.” Kellogg’s guidelines state that it will not place ads in media that “encourages offensive behavior to others, or where the media is not consistent with our product or corporate image.”
Breitbart News, do not buy ads directly from AppNexus. They are bought through multiple automated online ad networks and exchanges. Breitbart was barred from their system, and will no longer receive ads from the exchange run by AppNexus. The impact may lower the price of placing ads on Breitbart’s website.
AppNexus decided to take a closer look at Breitbart's website shortly after U.S. President-Elect Donald Trump announced Steve Bannon, CEO of Breitbart, would be White House chief strategist. The digital ad firm decided the publication had breached a policy against content that incites hate and violence.
In retaliation to Kellogg pulling their ads, some of Breitbart’s top brass took to social media to take aim at Kellogg, describing Kellogg as “bigotry for breakfast,” and asking people on social media to boycott Kellogg products without telling them, which artcles some groups have called “bigoted” on the Breitbart website. Kellogg and others, wanted to show they stand againt hate by not allowing their dollars to contribute those types of articles. It is unfair that anyone would seek to punish Kellogg for not wanting to be associated with them, some have said.
The website was founded 9 tears ago by Andrew Breitbart who was rumored to have received significant financial support from, hedge fund billionaire, Robert Mercer.