Don't worry, little mowbli. Britain's Carphone Warehouse has dropped its sponsorship of reality show Celebriry Big Brother after this week's flair-up of alleged racism shown by housemates to Bollywood actress Shilpa Shetty. After more than 30,000 complaints rolled in to Ofcom and Channel 4, the company said it was pulling out due to a clash with its brand values. According to the Guardian report, CW warned Channel 4 of its intentions, and pulled the ads last night after the nastiness increased. The company is still considering sponsoring Big Brother in summer, as it stands.

CW has been a sponsor of the show since 2004, and credited the series with boosting take-up of its Talk Talk service. Now, talk talk has become a bit too much.