Carphone Warehouse suspended its sponsorship of Celebrity Big Brother on Thursday as a result of the race row.

The company ordered C4 to remove its name and branding from the programme with immediate effect.
The move came after Wednesday’s episode saw an escalation of alleged racist bullying directed at Bollywood star Shilpa Shetty.

Carphone Warehouse chief executive Charles Dunstone said in a statement: “Our concern has rapidly mounted about the broadcast behaviour of individuals within the Big Brother house.

“We are totally against all forms of racism and bullying and indeed this behaviour is entirely at odds with the brand values of The Carphone Warehouse. As a result, we feel that as long as this continues, we are unable to associate our brand with the programme.

“We had already made it clear to C4 that were this to continue, we would have to consider our position.
Nothing we saw last night gave us any comfort. Accordingly, we have instructed C4 to remove our sponsorship name and branding with immediate effect.”

The Perfume Shop also said today it had decided to withdraw Jade Goody’s perfume from its shelves following the Big Brother controversy.