We’ve ad it with mums swearing
BRANDS IN WEBSITE BACKLASH
BOSSES at Mumsnet have had a rude awakening – big names are pulling ads because of foul language on the website.
The National Trust and Confused. com have asked for their publicity to be removed. Brands are annoyed they are being featured beside forum posts littered with expletives.
A National Trust spokesman said it regularly checks to see if its adverts “are being positioned alongside the right sort of content”.
He added: “Therefore we will aim to address this issue by requesting that our ads do not appear alongside these swear words.”
A Confused.com spokesman said: “We take brand safety extremely seriously. We have measures in place to prevent our banners from appearing on any page that is deemed offensive in any way.” The website, which turned over more than £7million last year, became famous as an outlet for mums to vent about the struggles of parenting.
In one of the forum discussions a woman wrote: “F**k off you stupid p***k of a husband.”
There are topics on a massive range of subjects – one recent thread, which has attracted more than 200 posts , is titled “To put big ‘No w***ing’ signs in my bathroom?”. Mumsnet does not approve posts before they appear on the forum.
Other advertisers on the website include Marks & Spencer, Mitsubishi and Expedia.
A spokeswoman said: “It’s not our policy to delete swear words but we draw the line at obscenity, racist, ageist, disablist, homophobic or transphobic language, and wording that is beyond the pale.”
Mumsnet, founded in 2000, makes money through advertising, sponsorship, market research and events.