As fans of Big Brother will know, this year’s series is sponsored by Schwarzkopf and their hair dye brand, XXL Live…

However, after TV watchdog Ofcom received just over 1,000 complaints from viewers about three incidents involving housemates Conor, Deana, Caroline and Adam – and former housemate Victor Ebuwa – the company is now apparently considering withdrawing their sponsorship.

The ‘incidents’ are detailed here, but in brief, the core issues are perceived threats of violence, racism and the use of the word “retards.”

However, as I mentioned in my article yesterday, the total number of viewers who’ve complained about the show probably amounts to many 1% if not less of the total, but nonetheless, it seems Schwarzkopf consider it sufficient grounds to reconsider their deal with Channel 5 and Endemol…

Speaking to The Guardian, a representative of the company said, “We are prevented by law from influencing editorial content or policy as this responsibility rests firmly with the makers of the show.

”We will continue to closely monitor the situation, but it would not be appropriate to comment any further at this stage of Ofcom’s investigation.”

However, a source from a media buying agency told the paper that it’s “unlikely” that advertisers would back off from the show until and unless there’s a firm ruling from Ofcom.

The source said, “It is a case of innocent until proven guilty. There are no rumours of anyone set to pull a campaign.

”However even though there were only a few complaints about racism, if that turned out to be upheld by Ofcom, then I would expect there to be a definite advertiser reaction.”

In a statement issued last month, Channel 5 said, “Channel 5 is committed to complying with Ofcom’s broadcasting code and will help to facilitate a speedy investigation into this particular episode of Big Brother and Big Brother’s Bit on the Side.”

I really am astounded that such a small number of the whole viewership of Big Brother can bring about these issues. Quite remarkable.