The Body Shop ceases advertising with Daily Mail owing to clash in editorial stance

The Mail's editorial stance clashes with the brand's 'Enrich Not Exploit Commitment'

The Body Shop has said it will cease advertising with the Daily Mail, citing the paper’s editorial stance that “seems to go against” the beauty brand’s commitment to human rights.

The cosmetics brand, owned by French cosmetics giant L’Oréal, has previously run voucher promotions in both the Mail and Mail on Sunday.

However, this week it told the Huffington Post UK that it will stop any further advertising in the paper since its editorial stance goes against the brand’s values.

The Body Shop said: “We have always supported human rights - it is part of our Enrich Not Exploit Commitment - and when an editorial stance seems to go against that Commitment, we consider seriously whether we will support it.”

Last year the retailer announced an ambitious plan to become “the most ethical and truly sustainable global business” by 2020 under the new philosophy of ‘Enrich Not Exploit’. This includes making sure that every one of its natural ingredients are traceable and sustainably sourced, developing new packaging that doesn’t contain fossil fuels, and reducing the environmental footprint across all of its stores.

The move has been commended by campaigning group Stop Funding Hate, which is calling on brands to stop advertising in newspapers the Mail, The Sun and the Daily Express for their discriminatory news coverage of the refugee crisis.

It is not yet known if the Body Shop’s relationships with the Sun and the Daily Express will be affected by its ad boycott.

The campaign got its first breakthrough in November when the Lego Group announced it had ended its agreement with the Daily Mail.

The news comes after the Mail was removed from Wikipedia last week, when the free information platform branded it a "generally unreliable" source of news, raising questions as to its position as a purveyor of factual information.

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