Wrigley Is Third Major Sponsor to Ditch MTV's 'Skins'

The Wrigley Company is the latest advertiser to pull out of MTV's Skins.

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As first reported by The Hollywood Reporter, Taco Bell dropped its ads from the racy teen drama Thursday, saying the program was "not a fit" for the brand. GM followed suit Friday, placing the show on its "Do Not Buy" list.

Now Wrigley, a subsidiary of Mars, Inc., has jumped ship, saying in a statement to THR, "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."

Skins was targeted by the Parents Television Council as "the most dangerous television show for children that we have ever seen" and the group urged advertisers to drop the program. It has also called for a federal investigation of the show.

MTV responded to the criticism with the statement, "We review all of our shows and work with all of our producers on an ongoing basis to ensure our shows comply with laws and community standards. We are confident that the episodes of Skins will not only comply with all applicable legal requirements, but also with our responsibilities to our viewers.

"We also have taken numerous steps to alert viewers to the strong subject matter so that they can choose for themselves whether it is appropriate."

The New York Times reported that network execs were concerned that the show may violate child pornography laws, and have ordered producers to either make changes or tone down the most explicit content.

Amidst its ad troubles, MTV has released a Skins trailer showing a teen lesbian kiss.