The Nine Network has rejected claims that brands and advertisers will boycott the upcoming of its controversial hit Married At First Sight (MAFS).
The tenth season of the rating hit is currently filming ahead of a 2023 release. However, media reports have suggested advertisers may be planning to boycott the series due to the controversial antics of the contestants.
Reports claim advertisers are concerned about negative associations due to the show’s contestants’ turning to sexual content and porn to monetise their fame.
A Nine Spokesperson told The Drum, “There is absolutely no truth to these claims", stating sponsors would be announced in due course.
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Viewer complaints regarding allegations of inappropriate sexual content and treatment of participants have risen in recent years. Last year, the Australian Communications and Media Authority officially investigated the show after receiving complaints, but it was not found to have breached any broadcasting codes.
The 2022 season was sponsored by Bupa, Buddybet, Door Dash, KFC, Snooze, Suzuki, Tim Tam, Simonds Homes and Youfoodz, with Kia, Pharmacare and Brighte sponsoring digital content.