Lego announced via Twitter on Friday that it has ended its promotional giveaway advertising campaign with The Daily Mail. It did so in response to a tweet from Stop Funding Hate, a lobby group that urges companies including John Lewis and Waitrose to end advertising with certain newspapers such as The Daily Mail, The Sun and The Daily Express. The group has criticised these newspapers for inciting hatred against migrants before and after the EU referendum in June, and more recently launching divisive attacks against the High Court judges who ruled that Parliament had to trigger Article 50 in order for Brexit to formally happen.
Lego’s promotions in The Daily Mail have been running regularly for the past three years, and the company ran similar giveaways with The Sun before that. Its spokesman confirmed that the agreement with The Daily Mail has ‘finished’ and that there are “no plans to run any promotional activity with the newspaper in the foreseeable future“, adding that the Danish company was “both humbled and honoured” by its customers’ faith in the brand. Last week, a letter to Lego from a British father did the rounds on the internet, in which the toy manufacturer was criticised for having ‘gone too far’ in advertising with The Daily Mail.