The LEGO Group has announced that it will stop advertising in British tabloid The Daily Mail which is known for racist and xenophobic headlines, and general hatred.
The issue came to fore recently when Bob Jones posted an open letter to the LEGO group asking them to stop supporting the newspaper by running exclusive ads and coupons in it. Jones says he was forced to buy the paper to get exclusive LEGO sets for his son: “And while holding back that wretching feeling, I’ve paid for a copy to get the free Lego pack. (And then promptly binned the paper).”
Lobby group Stop Funding Hate has been running a campaign in recent months to ask big companies to consider where they spend their advertising monies and not support outlets that promote hatred.
The response from The LEGO Group on Twitter says “We have finished the agreement with the Daily Mail and are not planning any future promotional activity with the newspaper.”
We commend LEGO for ultimately making a decision that seems more in line with their brand and what seems to be a sentiment from many of their fans.