Piers Morgan has let rip at IKEA for pulling its advertisement from new TV channel GB News.
The former newspaper editor and author of best selling anti-woke book Wake Up, took to Twitter to publicly condemn the flat-pack company.
The brand ignited a war of words after one viewer moaned about them working with GB News.
The Swedish company quickly replied: "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."
Quote tweeting the message Piers hit back: "Oh shut up, you pathetic virtue-signalling twerps. I’m now boycotting IKEA."
When a fan highlighted that Piers has always stood strongly against woke cancel culture, the former Good Morning Britain host replied: "I think cancel culture needs to be cancelled, along with anyone that fuels cancel culture – be it IKEA or Chrissy Teigen.
"They shouldn't mind – they love cancellations."
Meanwhile, former BBC political interviewer and GB News chairman Andrew Neil raged: "IKEA has decided to boycott GB News because of our alleged values.
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"Here are IKEA’s values — a French CEO who is a criminal with a two year suspended jail sentence for spying on staff."
Earlier this month the BBC reported how a French court ordered IKEA to pay a fine of €1m (£860,000) after they were found guilty go spying on staff in France.
The company was accused of "using private detectives and police officers to collect staff's private data".
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Reuters news agency obtained a statement from the company in which is said it has "implemented a major action plan to prevent this from happening again".
Jean-Louis Baillot, IKEA France's former CEO, was given a two-year suspended jail term and €50,000 fine.
His lawyers are said to be considering an appeal.
GB News launched last Sunday and has been making waves ever since.
Despite being hit by countless sound and video issues the new station is pulling in more viewers than BBC News and Sky News – often combined.
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