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Advertising Mumsnet Flora

Flora ends Mumsnet partnership over spread of anti-trans sentiment


By John McCarthy, Opinion editor

October 11, 2019 | 3 min read

Upfield, the owner of butter brand Flora, has ceased its partnership on parenting forum Mumsnet due to brand safety concerns.


Flora owner Upfield drops Mumsnet partnership concerned by spread of anti-trans sentiment

The parenting site was founded in 2000 and boasts more than 10 million users of differing views. Its forums are the home of heated debate and advice.

In a 2018, a Vice article described Mumsnet as a ‘Toxic Hotbed of Transphobia’ and detailed how the site had been used to organise anti-trans campaigns and protests.

Flora, a ‘Mumsnet Rated’ brand, was recently alerted to discussions that one Twitter user said may conflict with Upfield’s commitment to "Diversity & Inclusion” and “Community & Stakeholder Engagement”.

The company has since decided to distance itself from Mumsnet, as a partner and advertiser.

Upfield said: “We've investigated. We are wholly committed to our values, which include treating everyone equally, so have made the decision to no longer work with Mumsnet.”

Mumsnet responded, defending the right of “free speech” of those using the site.

“Mumsnet will always stand in solidarity with minority communities. We don’t tolerate transphobic comments and will delete any when they are flagged to us. But we do also believe strongly in free speech.

“The discussion of gender self-id and what that might mean for very hard-won women’s rights, as well as the rapidly growing number of children exploring gender identity issues, is contentious.

“We know some people would like us to simply censor this entire debate but a similar number think we censor too much. We’re committed to allowing respectful discussion of an issue that is of particular interest to parents.”

Frozen food giant Birds Eye was previously reported to have cease association with Mumsnet in April.

There's a boycott against Flora currently bubbling up in the forums.

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