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K-Cup Controversy

By: Kayla Kennedy

Do advertisers now have too much political leverage? As of Saturday, two companies have officially stated they will no longer advertise during Fox News’s Sean Hannity show. Keurig and Realtor.com have both pulled their advertisements from airing during Hannity’s show due to his recent interview with Senate hopeful Roy Moore from Alabama.

This past Thursday, November 9th, The Washington Post released an article detailing that Moore had allegedly pursued romantic and sexual relationships with numerous teenage girls while he was in his 30s. On Thursday night, Hannity took to his show and proclaimed that viewers should not rush to judgment regarding the allegations. Hannity also stated that “every single person in this country deserves the presumption of innocence” alluding to the idea that this also extends to Roy Moore. Hannity also mentioned that Moore should remove himself from the race if the allegations were true. Hannity also conducted an interview with Moore on his nationally syndicated radio show the following morning. Moore denied the allegations that he initiated intimate contact with the 14 year- old girl but also proclaimed he “may have dated teenaged women at that point in his life”. Basically, Roy Moore does not help his own case and, as evidence mounts, he should consider dropping out of the race.

Enraged by Hannity’s nonchalant attitude towards these allegations, many critics began attacking brands that advertised during Hannity’s show via Twitter. Both Keurig and Relator.com met the demands of those critical of the advertisements with responses that detailed their commitment to removing the brand from being associated with Sean Hannity. The news appeared to anger some of Hannity’s strongest supporters who also took to Twitter with the hashtag #BoycottKeurig and posted videos smashing their Keurig’s in various ways.

This debacle brings up the ago old debate of whether or not brands like Keurig have a certain level of corporate, social reasonability to remove their ads from Hannity’s show after his Roy Moore interview and commentary. While Keurig may initially lose out on business from Hannity’s most loyal supporters, this move is ultimately beneficial for Keurig as it serves to bolster their legitimacy and commitment to its standards of social responsibility. After all, free-market capitalism allows for brands to use their discretion when making decisions like this. I know that’s argument Hannity can get behind.


This article was originally published: http://thehill.com/homenews/media/359956-advertisers-distance-themselves-from-hannity-after-moore-interview

Shelbourn, M. (2017, November 12). Advertisers Distance Themselves from Hannity after Moore Coverage. Retrieved November 12, 2017.

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