Breitbart advertisers, led by Kellogg, have abandoned the news site since former chairman Steve Bannon joined Donald Trump's inner political circle, saying it doesn't share their values.
Breitbart has fought back, calling Kellogg's move "bigoted and anti-American" and declaring war on social media with the hashtag #DUMPKELLOGGS, reported Forbes magazine.
Bloomberg News said Kellogg decided to "blacklist" Breitbart after some customers contacted the cereal maker about ads for Frosted Flakes and Frosted Mini Wheats on the site.
"We regularly work with our media-buying partners to ensure our ads do not appear on sites that aren't aligned with our values as a company," said Kris Charles, a spokeswoman for Kellogg. "We recently reviewed the list of sites where our ads can be placed and decided to discontinue advertising on Breitbart.com. We are working to remove our ads from that site."
Bloomberg said Kellogg's action followed in the footsteps of Allstate insurance and Warby Parker.
AppNexus Inc., one of the biggest digital advertising services, prevented Breitbart from using its ad-serving tools in November because it felt the publisher violated its hate-speech rules, said Bloomberg.
According to the Los Angeles Times, Bannon had said Breitbart was a platform for the alt-right, an ultraconservative movement tied to white nationalism. The website has since denied that it peddles racist rhetoric.
The website, founded by late journalist Andrew Breitbart a decade ago, has an editorial staff of about 100, and has expanded into France and Germany to make the most of nationalist movements in Europe, said the LA Times.
Bloomberg said Breitbart had 19.2 million unique monthly U.S. visitors in October, up from 12.9 million a year ago, according to ComScore Inc.
"The decision by Kellogg's, which makes Pringles, Eggo waffles, as well as Special K and Frosted Flakes cereals, among others, will make virtually no revenue impact on Breitbart.com," said Breitbart. "It does, however, represent an escalation in the war by leftist companies like Target and Allstate against conservative customers whose values propelled Donald Trump into the White House."
"Breitbart News is the largest platform for pro-family content anywhere on the Internet," said Alexander Marlow, editor-in-chief,. "We are fearless advocates for traditional American values, perhaps most important among them is freedom of speech, or our motto 'more voices, not less."
"For Kellogg's, an American brand, to blacklist Breitbart News in order to placate left-wing totalitarians is a disgraceful act of cowardice. They insult our incredibly diverse staff and spit in the face of our 45,000,000 highly engaged, highly perceptive, highly loyal readers, many of whom are Kellogg's customers. Boycotting Breitbart News for presenting mainstream American ideas is an act of discrimination and intense prejudice. If you serve Kellogg’s products to your family, you are serving up bigotry at your breakfast table."
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