Jenny Craig the latest to abandon Kyle Sandilands

Weight loss company Jenny Craig has finally pulled its sponsorship of the Kyle and Jackie O Show, admitting it "badly misjudged public perception".

It is the latest in a series of major sponsors to withdraw from the 2DAY FM show in response to Kyle Sandilands' on-air outburst against a female journalist in November.

In a statement, Jenny Craig said: "One thing about Jenny Craig is that we listen. We badly misjudged public perception of Kyle Sandilands. We have instructed 2DAY FM that our advertising is to be discontinued on the Kyle & Jackie O show and the rest of their schedule immediately."

The move follows a public outcry after it was announced that Jenny Craig would replace Holden as the show's major sponsor.

Jenny Craig defended its decision to advertise on the show yesterday, stating that it did not "sit in judgement over controversial matters and we accept it when people apologise for their actions". However social media sites were flooded with complaints and the company was forced to rethink, stating it was "sorry we have offended so many people.

As reported by Australian Creative last year, major sponsors pulled their deals with the Kyle and Jackie O Show last year. These included Holden, Vodafone, Telstra, Harvey Norman, Blackmores, Medibank, Toys R Us, Qantas and Mitsubishi.

Nick Allardice, Australian director for Change.org, said the consumer backlash against Jenny Craig’s decision to become a major sponsor had been stunning.
"Around the world, consumer outrage is going viral - and companies like Jenny Craig are being forced to adapt or face significant backlash," he said. "Individuals are using the power of social media to mobilise and organise against businesses. We are increasingly seeing it happen in Australia - as evidenced by the protest against Jenny Craig yesterday."

Last year, a petition was started on the Change.org campaigning platform, calling on advertisers to boycott the Kyle and Jackie O Show after Sandilands’ infamous rant. More than 32,000 Australians signed the petition, leading to a massive advertising boycott by some of Australia’s biggest brands that was said to have cost Southern Cross Austereo at least $8 million.