NEW YORK (CBS) Skins, the controversial new series on MTV featuring scantily-clad teens engaging in adult behavior, has reportedly lost a third major sponsor, Wrigley.
Wrigley, a subsidiary of Mars, Inc., had aired commercials for its Extra and Orbit chewing gums during the premiere episode that drew 3.3 million viewers, according to The Hollywood Reporter.
But as controversy surrounding the show has grown - the Parents Television Council
"Wrigley has decided to suspend any advertising during MTV's Skins as it was never our intent to endorse content that could offend consumers. Any ads that previously aired during the show were part of a broader advertising plan with the network," the brand said in a statement released to The Hollywood Reporter.
Both Taco Bell and GM started the trend last week when they reportedly decided pulled their advertising from the program.
The New York Times previously reported that MTV executives were concerned that an upcoming episode might violate federal child pornography statutes, and the Parents Television Council blasted MTV for marketing the show to a teenage audience and declared, "'Skins' may very well be the most dangerous television show for children that we have ever seen."
MTV responded to criticism in a statement and and claims that they are in compliance with "laws and community standards" and that they have "taken numerous steps to alert viewers to the strong subject matter so that they can choose for themselves whether it is appropriate."