Big Brother backlash begins as sponsor pulls out and contestants lose contracts

The financial fall-out over continued allegations of racial abuse in the Big Brother house has begun, with both Jade Goody and Danielle Lloyd losing lucrative contracts in what has become an international furore.

While speculation is rampant over whether Goody's career will suffer once she leaves the house,

the first cracks in her future earning potential have started to appear. But it isn't only the celebrities who will need to think about the financial ramifications.

As Channel 4 continued to defend the show, which has been registering a huge increase in viewers since the row over alleged bullying and racism against contestant Shilpa Shetty, Carphone Warehouse, its £3m sponsor, asked for its name and branding to be removed from the show with immediate effect.

At the same time, the retailer selling Jade Goody's Shh... perfume announced it was withdrawing the product from its shelves. Danielle Lloyd, the glamour model, lost a six-figure modelling contract.

Goody and Lloyd, and two other contestants, the former S Club 7 singer Jo O'Meara and Goody's boyfriend, Jack Tweedy, have been accused of repeated racism and bullying of Shetty, a Bollywood star.

Tessa Jowell, the Culture Secretary, weighed into the debate, branding Wednesday night's show "disgusting" and "racism being presented as entertainment". The show has attracted a record 36,000 complaints as well as public protests in India. The media regulator Ofcom is investigating. Hertfordshire Police also said that it would now conduct its own inquiry.

Inside the Big Brother house, Shetty will go head to head with Goody tonight in a public vote for eviction; the latter is favourite to go. Last night, viewers saw Goody refer to Shetty as "poppadom" ­ later explaining she wanted to use an Indian name and the only word she could think of was an Indian food. Defending her comments, Jade said: "If it's offended any Indians out there I apologise." On Wednesday night, Goody told Lloyd and O'Meara that "fake" Shetty needed "a day in the slums". She added: "Go in your community and go to all those people who look up to you and be real." Lloyd also said Shetty should just "go home", adding: "She can't even speak English properly."

Goody, who became famous and earned an estimated £4m after her initial appearance on the non-celebrity version of Big Brother in 2002, now faces a battle to regain public sympathy.

There are signs that she will have an uphill struggle. Julia Bolsom, The Perfume Shop's head of marketing said: "We have decided to withdraw Jade Goody's perfume Shh... from all our 150 UK stores with immediate effect. "

The paperback edition of Goody's biography, published by HarperCollins, is due out next month. The company said it was still going ahead, but that no promotion events had been planned, stressing that was unrelated to the controversy.

Public relations experts said it would be difficult for Goody to come out unscathed. Max Clifford, the PR guru, said: "She was born on Big Brother and maybe she will die on Big Brother." A statement issued by Goody's management said what was going on was "nothing more than a clash of personalities between two strong characters who have placed themselves in the unnatural and stressful environment of the Big Brother house."

Lloyd, stripped of her Miss England title after claims of a relationship with a judge, footballer Teddy Sheringham, lost a contract to be the face of motorcycle insurance firm Bennetts. The company said: "Bennetts is strongly opposed to any form of racism and bullying and, in light of the accusations made against Miss Lloyd, has taken the decision to terminate its arrangements with her with immediate effect." A statement issued on her behalf rejected the claims.

Charles Dunstone, the chief executive of Carphone Warehouse, said: "We are totally against all forms of racism and bullying and ... feel that as long as this continues, we are unable to associate our brand with the programme."

In the Big Brother house, after initially saying she was the victim of racism, Shetty retracted the comments. She said: "No, actually I take that back. I don't think that is true."

Andy Duncan, the Channel 4 chief executive, said: "The debate has been heated, the viewing has at times been uncomfortable but, in my view, it is unquestionably a good thing the programme has raised these issues and provoked such a debate."

What now for Jade?

Max Clifford PR Specialist

It depends on how she reacts when she comes out. If she takes the line that she is not racist and that it was edited to show the worst, she might have a chance. I wonder whether she has the ability to do it - she could open her mouth and make it worse. It's 5-1 against.

Mark Borkowski Head of Borkowski PR

We have seen many others in celebrity history return from all kinds of bad things. It's too early to say how it will go. You have to remember the people voting for eviction are Jade's demographic - but if she is not voted off the show it will be a disaster.

Gary Farrow Entertainment PR Specialist

Jade has done very well in the past, but it may be that the show that made her will become the show that kills her. It does depend on how she reacts when she comes out of the house, but I have doubts that she will be able to give an articulate response.

Claire Beale Editor of 'Campaign'

She was criticised when originally on the show and ended up being successful. It depends entirely on how she handles it when she comes out. She can turn it into a positive if she is contrite, etc. But if she does not handle it effectively, she is finished. It's a fine line.

Suggested Topics
News
The author PD James, who died on 27 November 2014
people

Detective novelist who wrote Death comes to Pemberley passed away peacefully at her home, aged 94

Arts and Entertainment
Joel Edgerton, John Turturro and Christian Bale in Exodus: Gods and Kings
filmDirector said film would 'never have been financed' with ethnic minority actors in key roles
Life and Style
View of champagne glasses at a beach bar set up along the Croisette during the 66th edition of the Cannes Film Festival in Cannes on May 17, 2013
food + drink(and for now, there's a clear winner)
News
people
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebooksNow available in paperback
News
Irradiated turkey and freeze dried mash potato will be on the menu this thanksgiving
video
News
Andy Murray with his girlfriend of nine years, Kim Sears who he has got engaged to
peopleWimbledon champion announces engagement to girlfriend Kim Sears
Arts and Entertainment
George Mpanga has been shortlisted for the Critics’ Choice prize
music
Arts and Entertainment
Roisin, James and Sanjay in the boardroom
tvReview: This week's failing project manager had to go
News
Ed Miliband visiting the Holocaust museum in Jerusalem. The Labour leader has spoken more openly of his heritage recently
newsAttacks on the Labour leader have coalesced around a sense that he is different, weird, a man apart. But are the barbs more sinister?
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Data Warehouse & Business Intelligence Co-ordinator

£35000 per annum: Ashdown Group: Required skills include SQL querying, SSRS, u...

Guru Careers: Account Director

£45 - 55k: Guru Careers: We are seeking an Account Director to join an award-w...

h2 Recruit Ltd: Graduate Consultant - Sales Recruitment - £35k ote

£18000 - £25000 per annum + £35k ote: h2 Recruit Ltd: Looking for your first s...

Recruitment Genius: Advertising Media Sales - Print, Online & Mobile

£19000 - £30000 per annum: Recruitment Genius: This publishing house has been ...

Day In a Page

Cameron, Miliband and Clegg join forces for Homeless Veterans campaign

Cameron, Miliband and Clegg join forces for Homeless Veterans campaign

It's in all our interests to look after servicemen and women who fall on hard times, say party leaders
Millionaire Sol Campbell wades into wealthy backlash against Labour's mansion tax

Sol Campbell cries foul at Labour's mansion tax

The former England defender joins Myleene Klass, Griff Rhys Jones and Melvyn Bragg in criticising proposals
Nicolas Sarkozy returns: The ex-President is preparing to fight for the leadership of France's main opposition party – but will he win big enough?

Sarkozy returns

The ex-President is preparing to fight for the leadership of France's main opposition party – but will he win big enough?
Is the criticism of Ed Miliband a coded form of anti-Semitism?

Is the criticism of Miliband anti-Semitic?

Attacks on the Labour leader have coalesced around a sense that he is different, weird, a man apart. But is the criticism more sinister?
Ouija boards are the must-have gift this Christmas, fuelled by a schlock horror film

Ouija boards are the must-have festive gift

Simon Usborne explores the appeal - and mysteries - of a century-old parlour game
There's a Good Girl exhibition: How female creatives are changing the way women are portrayed in advertising

In pictures: There's a Good Girl exhibition

The new exhibition reveals how female creatives are changing the way women are portrayed in advertising
UK firm Biscuiteers is giving cookies a makeover - from advent calendars to doll's houses

UK firm Biscuiteers is giving cookies a makeover

It worked with cupcakes, doughnuts and macarons so no wonder someone decided to revamp the humble biscuit
Can SkySaga capture the Minecraft magic?

Can SkySaga capture the Minecraft magic?

It's no surprise that the building game born in Sweden in 2009 and now played by millions, has imitators keen to construct their own mega money-spinner
The King's School is way ahead of the pack when it comes to using the latest classroom technology

Staying connected: The King's School

The school in Cambridgeshire is ahead of the pack when it comes to using the latest classroom technology. Richard Garner discovers how teachers and pupils stay connected
Christmas 2014: 23 best women's perfumes

Festively fragrant: the best women's perfumes

Give a loved one a luxe fragrance this year or treat yourself to a sensual pick-me-up
Arsenal vs Borussia Dortmund: Alex Oxlade-Chamberlain celebrates century with trademark display of speed and intuition

Arsenal vs Borussia Dortmund

The Ox celebrates century with trademark display of speed and intuition
Billy Joe Saunders vs Chris Eubank Jnr: When two worlds collide

When two worlds collide

Traveller Billy Joe Saunders did not have a pampered public-school upbringing - unlike Saturday’s opponent Chris Eubank Jnr
Homeless Veterans Christmas Appeal: Drifting and forgotten - turning lives around for ex-soldiers

Homeless Veterans Christmas Appeal: Turning lives around for ex-soldiers

Our partner charities help veterans on the brink – and get them back on their feet
Putin’s far-right ambition: Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU

Putin’s far-right ambition

Think-tank reveals how Russian President is wooing – and funding – populist parties across Europe to gain influence in the EU
Tove Jansson's Moominland: What was the inspiration for Finland's most famous family?

Escape to Moominland

What was the inspiration for Finland's most famous family?