Jeremy Clarkson remained furious after hitting Swedish furniture giant IKEA, having “suspended” their paid display advertising following complaints they posted on GB News. It comes after the host of the Grand Tour criticized viewers for claiming that GB News was the “personification of evil”.
The new opinion-run channel, which launched last week, has billed itself as an outspoken antidote to mainstream news broadcasters.
However, in recent days a number of brands have pulled their ads from GB News, including beverage companies Kopparberg and Grolsch, skincare brand Nivea and the Open University have all said they will distance themselves. with the new channel following pressure from campaign groups.
Writing in his latest column, Jeremy denounced “professional agitators” who refuse to buy brands that advertise and support GB News amid allegations of “toxic propaganda”.
“And guess what? Even though these fools couldn’t buy anything, because they spend all their profits on budding, many companies immediately gave in,” he said.
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The former Top Gear presenter then took to IKEA after claiming that the furniture brand said GB News was not in line with their views and removed their ads.
Jeremy commented: “As a result, I quickly decided to boycott Ikea. I didn’t think it would be a hardship.
He added that part of his reasoning was that he struggled to put their furniture together.
Jeremy continued in The Sun, “Unfortunately, just one day after I started my boycott, Ikea announced that it might have been too hasty to make up its mind.
“And that he could still advertise on GB News. So, does that mean I’m going to turn around now as well?… No.
The presenter added that he would continue to watch more GB News.
Jeremy’s comments come after IKEA suspended its advertising on the news channel earlier this week.
It has since been announced that the furniture brand will reinstate its ads after a 48-hour boycott.
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An IKEA spokesperson told i news: “On Tuesday we made the decision to cease advertising on GB News.
“While we had not actively sought to appear on the channel, the decision to suspend our advertising was taken at high speed.”
He continued, “As a newly launched channel, we recognize that it is simply too early to make an informed decision about whether advertising there complies with our advertising policy and brand guidelines.
“We want to make it clear that it was not our intention to polarize our clients or others in this debate, and a decision on our future approach will be made in due course.”
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Express.co.uk has contacted IKEA reps for comment.
Andrew Neil, chairman of GB News, has since slammed criticism of his news channel as the veteran broadcaster claimed the opinion-run channel “would pierce the emphasis of our elites.”
Presenters include former Brexit Party contender and The Apprentice winner Michelle Dewberry, former Sky News presenter Colin Brazier and former The Sun showbiz reporter Dan Wootton.
The show’s scheduled segments, including one called Woke Watch, earned GB News comparisons to the right-wing American television station Fox News, which were dismissed by Andrew.