Breitbart is declaring a war on advertisers after various companies announced they're jumping ship over the outlet's controversial content, the Hollywood Reporter reports.
On Tuesday, Kellogg announced that it would no longer advertise with Breitbart since the site has come under fire for its racist, sexist, anti-Semitic, and Islamophobic commentary.
The outlet has been making news in recent weeks after former executive chairman Steve Bannon was offered a top seat in President-elect Donald Trump's White House.
Kellogg's spokesperson Kris Charles said the following in a statement:
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. This involves reviewing websites where ads could potentially be placed using filtering technology to assess site content.
As you can imagine, there is a very large volume of websites, so occasionally something is inadvertently missed. In this case, we learned from consumers that ads were placed on Breitbart.com and decided to discontinue advertising there.
Breitbart and some of its right-wing audience are now declaring a war on advertisers who are dropping the site. The site's CEO Larry Solov said, "We'll handle this the way we always do — war."
Solov added, "What you're seeing is Kellogg's and others buying into a false, left-wing narrative that our 45 million readers are deplorables ... Our readers are mainstream America and, frankly, that's who these advertisers risk alienating. They're creating economic censorship of conservative discourse. They say we don't represent their values — but we represent American values."
At least one blogger seemed to agree with Solov's assessment. John Hinderaker wrote for PowerLineBlog.com that Frosted Flakes should be boycotted — much like Hamilton and Starbucks.
Hinderaker wrote, "I am not generally a fan of boycotts, but this, like so much else in our civic life, has been a one-way street. Executives at companies like Kellogg need to understand that ours is not a one-party state."
He added, "A final observation: most cereal like Frosted Flakes and Fruit Loops is consumed by children. Who has more children, liberals or conservatives? Right. Kellogg might want to start looking for a new CEO."
Perhaps they should add Apple to the list of companies to boycott, since the App Store officially removed the Breitbart News app last week.