The French clothing brand Kiabi has decided to remove its advertisements from the Cnews channel after the Sleeping Giants collective publicly called on the company to explain its association with the channel. This action is part of a broader campaign by Sleeping Giants, which targets advertisers to withdraw from platforms they consider problematic due to their content. The collective cited multiple instances of discrimination and hate incitement that have occurred on Cnews, including significant sanctions and a historical condemnation for racism.

Sleeping Giants operates primarily through social media to raise awareness and apply pressure on brands, urging them to take responsibility for where their ads appear. In this case, the group's engagement with Kiabi led to a favorable response, demonstrating the growing influence of social movements on corporate advertising strategies. The situation reflects an increasing trend where advertisers are held accountable for the content they indirectly support through their ad placements.

This development suggests a potential shift in advertising practices, pushing brands to be more selective about their media partnerships and to consider the broader implications of their advertising choices. As public awareness of discrimination and hate speech grows, companies may find themselves facing greater scrutiny for not aligning with socially responsible platforms. Ultimately, this could lead to significant changes in how and where brands allocate their advertising resources, favoring inclusivity over revenue from platforms perceived as harmful.