Lego halts promotional activity in Daily Mail as Sun and Daily Express also targeted by 'Stop Funding Hate' campaign - Press Gazette

Lego halts promotional activity in Daily Mail as Sun and Daily Express also targeted by 'Stop Funding Hate' campaign

Lego has said it will no longer carry out promotional activity with the Daily Mail, apparently as a result of a social media campaign called “Stop Funding Hate”.

The campaign is targeting the Daily Mail, Daily Express and The Sun in response to the papers’ editorial coverage of immigration.

Lego said in a Twitter message: “@StopFundingHate We have finished the agreement with The Daily Mail and are not planning any future promotional activity with the newspaper.”

A spokesperson for the campaign said: “Stop Funding Hate welcomes the decision from Lego. We are asking brands to listen to their customers when they tell them they want to stop funding hate, and that is what they’ve done.

“People are becoming more aware that the money they spend could end up supporting publications whose stories, language or portrayal of certain people, fuels division. This urgently needs to addressed. These headlines harm people.”

Lego has previously run toy give-aways with the Daily Mail.

A spokesperson said: “The main purpose for us as a company is to develop amazing, creative Lego play experiences to children all over the world.

“In order to do that successfully, 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.”

The Stop Funding Hate Facebook page as 176,000 likes and it has a further 58,000 followers on Twitter.

It launched in August and carries a montage of Daily Mail, Daily Express and Sun front pages at the top of its site – all of which portray asylum seekers in a negative light.

It has published a video pastiche of major supermarket Christmas advertising videos which urges the brands not to advertise with the Mail, Sun or Express.

It ends with the words: “What if goodwill to all wasn’t only mean for Christmas”. The video has been viewed 6m times.

Co-op has said: “We are looking at whether we can align more closely with our natural sources of support rather than more generic media. As yet, no conclusions have been reached.”

Asked which supermarket brands it would recommend, Stop Funding Hate said in a Facebook post: “We haven’t found a large brand that doesn’t advertise in these papers, unfortunately. It might be best to shop local.”

John Lewis appears to be a particular target of the group. It said in a Twitter message: “We fully appreciate the strength of feeling on this issue but we never make an editorial judgement on a particular newspaper.”

Former footballer Gary Lineker, who advertisers crisps for Walkers, has urged the company to stop advertising with The Sun. Walkers said: “Our advertising approach is not determined by the editorial stances of individual newspapers.”

Stop Funding Hate describes itself on Twitter as follows: “Don’t hate the media – change the media. Help us take on the divisive hate campaigns of the Sun, Daily Mail and Daily Express.



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Author: Dominic Ponsford

Dominic Ponsford is the editor of Press Gazette


2 thoughts on “Lego halts promotional activity in Daily Mail as Sun and Daily Express also targeted by 'Stop Funding Hate' campaign”

  1. Stop Funding Hate – spend your money instead on peaceful, non-aggressive Lego products such as Evil Mobile, Mecha Horse and Rumble Blade.

  2. In these increasing troubling times, ordinary people (the public) have a duty to speak-out against nasty hatred expressed by so-called Hate Papers controlled by, in my honest opinion, right-wing extremists.

    It was the Sun, controlled by, in my opinion, a nasty and evil ex-Australian Yank, who printed on its front page, on the day the cross channel tunnel meet in the middle, to face towards the tunnel and give V-signs of abuse to our neighbours the French.

    Europe needs to kick-up such individuals and close-down their extreme right-wing propaganda machines.

    The hate-mongers have no place in any decent society and as for being “journalists” they are “sickos” whom denigrate the reputations of decent and respectable real journalists. Hitler could write hatred but unlike the modern sickos, Hitler never called himself a journalist.

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