CBS reality show “Big Brother” lost a recent supporter.
Lowe’s, the second largest home improvement retailer in the U.S., has pulled its advertising from the show after cast member, Adam Janinski referred to people with autism as “retards.”
The episode which aired Feb. 13, captured Janinski when he said he hoped to win the competition, so he could open a hair salon “so retards can get it together and get their hair done.”
According to a press release, when Janinski was criticized by a cast member who found his remarks insensitive, he said, “Disabled kids. I can call them whatever I want. I work with them all day, okay?”
Janinski works for the United Autism Foundation of Florida, according to the press release.
Rich LaBelle, executive director of the Family Network of Disabilities in Florida said they were offended and surprised CBS would air such comments in that manner.
LaBelle said he found out about Lowe’s decision to pull its ads soon after FND’s decision to call for a boycott of the show.
Chris Ahearn, a spokesperson for Lowe’s, said the company has strict guidelines which regulates the placement of its advertising.
“Lowe’s constantly reviews advertising buys to make sure they are consistent with its policy guidelines,” Ahearn said. “Lowe’s doesn’t routinely advertise on the show “Big Brother” and has taken steps to ensure that our advertising isn’t appearing on future shows.”
Both FND and Autism United, a nationwide coalition of autism and developmental disability groups, have contacted other advertisers like Geico, McDonalds and Taco Bell in the hope that they will follow Lowe’s example.
John Gilmore, executive director of Autism United, said they are delighted Lowe’s is doing the responsible thing.
“These companies are very careful about developing their brand image and relationships with customers,” Gilmore said in a press release.
And Ahearn agrees.
“Our main focus is serving our customers and making sure they have the services they need and feel comfortable shopping with us, so we try to have advertising that is in line with the companies’ integrity, so if people are pleased with what we did, we are happy about that,” Ahearn said.
When contacted, CBS declined comment on the issue.
However, according to an earlier press release the company said that Jeninski’s comments would not have been aired unchallenged.
LaBelle said while they showed a housemate challenging the remarks they still chose to air what he said is the equivalent to a racial slur.
“Using such remarks to highlight controversy on the show is inappropriate,” LaBelle said.
In a letter to the head of CBS, Autism United said, “While a large number of people with autism do have mental retardation, a very large portion do not and they are perfectly capable of understanding that they have been denigrated in an extremely demeaning way by a program broadcast for profit by CBS.”
LaBelle said he acknowledges the right to free speech but maintains this situation is completely different.
“CBS’s chose to broadcast that particular footage. If this was unedited and they were just feeding the show live on the airways, then that would be different, but they have a whole team of editors who decide what goes in and what stays out,” LaBelle said.
