CULTURE: Advertisers Ditching Too-Hot Skins?

The new barrier-busting MTV series Skins might not be child porn, but a mounting list of squeamish advertisers are deserting the popular show. The Wrigley Company has become the third sponsor to ditch the show, following the lead of GM and Taco Bell, reports the Hollywood Reporter. "Wrigley has decided to suspend any advertising during MTV's Skins as it was never our intent to endorse content that could offend consumers," said a statement from the company. The watchdog Parents Television Council has labeled Skins "the most dangerous TV show for children we have ever seen."

The council is urging advertisers to drop the program, and has called for a federal investigation into the show. MTV representatives said in statement that they're convinced the program, which features sex and substance abuse by underage teens, complies "with all applicable legal requirements," and meets "our responsibilities to our viewers." The statement emphasized that MTV has taken numerous steps to "alert viewers to the strong subject matter so that they can choose for themselves whether it is appropriate."