Big Brother sponsor, Schwarzkopf, is waiting for Ofcom’s conclusion before deciding whether to withdraw its sponsorship following a number of incidents in the house.
Schwarzkopf have told Media Guardian that they will “closely monitor” the situation adding it would “not be appropriate” to comment while Ofcom investigate.
While the company has no editorial control over what Big Brother shows, it has received complaints from fans for sponsoring the show following accusations of verbal abuse and racist comments regarding several housemates.
The media regulator is investigating the show after it received over 1,000 complaints regarding three specific separate incidents over two weeks.
The sponsors’ hair dye products are also subject of product placement within the programme with the total deal reported to be around £2 million. Schwarzkopf sponsor messages are used for the main Big Brother programme, spin-off Bit On The Side and online. It will also be the sponsor for Celebrity Big Brother which follows this series.