In the United Kingdom, The Carphone Warehouse, Celebrity Big Brother's sponsor, has pulled out after some of the reality TV show's contestants were accused of racism, with which the company did not want to be associated. The Perfume Shop has announced they will withdraw the perfume Shh... of Jade Goody, one of the contestants accused of bullying with a racist undertone. Motorcycle insurance company Bennetts unilaterally terminated its deal with former Miss England Danielle Lloyd to front an advertisement campaign.
The Perfume Shop announced they will not not withdraw the perfume.