Piers Morgan, 56, was less than impressed with Swedish furniture giant IKEA, after they “suspended” their paid display advertising following complaints they had appeared on GB News. The retailer insisted they are in the process of investigating “how this may have occurred to ensure it won’t happen again in future”, but the former Good Morning Britain host labelled their act of distancing themselves from the station as “pathetic”.
Oh shut up, you pathetic virtue-signalling twerps
The new opinion-led channel has already suffered a blow as at least another four major brands have pulled their advertising within 48 hours, claiming commercials were aired on the platform “without their knowledge”.
Drinks companies Kopparberg and Grolsch, skincare brand Nivea and the Open University have all said they will distance themselves from the new channel following pressure from campaign groups, including Stop Funding Hate, which is encouraging their 121.9K followers to persuade brands to reconsider their involvement.
Following these complaints from users on Twitter, IKEA responded with a statement on their stance.
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They replied to multiple users, saying: “IKEA has not knowingly advertised on GB News.
“We have safeguards in place to prevent our advertising from appearing on platforms that are not in line with our humanistic values and vision to side with the many people.”
They added: “We are in the process of investigating how this may have occurred to ensure it won’t happen again in future, and have suspended paid display advertising in the meantime.”
After noticing their reply to one individual, Piers decided to weigh in on the matter, and used his seemingly favourite phrase of the year, to tell IKEA that he wouldn’t be shopping in their stores ever again.
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“Oh shut up, you pathetic virtue-signalling twerps,” he sneered.
“I’m now boycotting IKEA.”
Fans were divided in the comments section, with some admitting it was “ridiculous” while others sided with the brands, saying it’s their choice who they advertise with.
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It comes after multiple accounts claimed that GB News “will help drive a new era of hate speech on British television”.
Planned segments on the show, including one titled Woke Watch, have seen the channel compared to right-wing US TV channel, Fox News.
The 24-hour rolling channel features the likes of Dan Wooton, Kirsty Gallacher, Simon McCoy and Alastair Stewart among the presenting squad.
And chairman Andrew Neil revealed in a recent interview that he is in “good discussions” with Piers about him coming aboard.
“Yes, we have had conversations, but not about breakfast,” Neil said of their chats.
“All my indications are that Piers doesn’t want another breakfast show.”
He added to Radio Times: “But I think if he does any more British news TV it’s more likely to be with us than with anybody else.
“We’re in good discussions, we continue to stay in touch and he knows that we feel that he would be a great addition to the line-up.”
Read More: Hollywood News