Ad backlash at swearing on Mumsnet

FIRMS are reportedly pulling ads from Mumsnet because of foul language.

The National Trust and Confused.com are said to be reviewing their support for the parenting website, where forum discussions are littered with expletives.

The National Trust’s policy is that “ads are being positioned alongside the right sort of content”.

And Confused.com said: “We take brand safety extremely seriously.”

Most firms do not pay Mumsnet directly but buy space across dozens of websites via agencies.

A Mumsnet spokesman said: “It’s not our policy to delete swear words but we draw the line at obscenity, racism and homophobia.”