Piers Morgan has branded IKEA 'virtue-signalling twerps' in the latest of his Twitter spats.
The former Good Morning Britain host hit out at the furniture giants on the social media site and vowed to boycott them over one of their replies to a customer.
The Swedish company had responded to a customer who was upset over their advertising on new station GB News, writes The Mirror.
IKEA is among a handful of brands who decided to pull out of advertising on the channel within 48 hours of its launch and have claimed that commercials had been aired on the platform without their permission.
Other brands who also decided to pull the plug on advertising included Nivea, the Open University and drinks companies Kopparberg and Grolsch.
This comes as campaigners fear that the guests given platform on the channel - which includes Nigel Farage - will drive a new era of hatred.
In a statement today, IKEA said: "IKEA has not knowingly advertised on GB News. We have safeguards in place to prevent our advertising from appearing on platforms that are not in line with our humanistic values and vision to side with the many people.
"We are in the process of investigating how this may have occurred to ensure it won’t happen again in future, and have suspended paid display advertising in the meantime."
While their prompt response impressed many of their consumers, it did not impress Piers Morgan.
Taking to Twitter to lash out, Piers retweeted their response and wrote: "Oh shut up, you pathetic virtue-signalling twerps. I’m now boycotting IKEA."
But Piers' 7.9 million followers couldn't resist mocking his outraged tweet, vowing to support the retailer even more.
One commented: "I will now support it even more !! Well done IKEA ... boycott gammon news."
While another quipped: "Haha I'm sure they care."
But a third asked the most important question: "Would you boycott grated cheese on curry, Piers??"
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