MTV's "Skins" has lost its third advertiser amid complaints of teen sexuality and drug and alcohol abuse on the show.
Wrigley said it decided to suspend advertising during the show "as it is never our intent to endorse content that could offend our consumers." The company said prrevious ads during "Skins" were part of a broader advertising plan with the network.
The Parents Television Council, which last week called "Skins" "the most dangerous program ever" for children, has targeted the show's advertisers, saying the show depicts sexual content involving cast members as young as 15 and that its premiere episode included 42 depictions or references to drugs and alcohol.
In addition to targeting advertisers of the show, the group has asked the Justice Department to launch an investigation into whether the show violates laws against child pornography and exploitation.
Among the advertisers the group has called out are Schick Hydro, H&R Block, L’Oreal, Subway, and Foot Locker.
MTV said in a statement Friday it was having ongoing discussions with advertisers.
"We know that not every show works for every advertiser. That said, we are confident that 'Skins' will continue to connect with the audience it was created for and that advertisers will take advantage of the opportunity to reach them," Nathaniel Brown, a spokesperson for MTV, said in a statement.
The show — an Americanized version of a British drama –premiered last Monday, with 3.3 million total viewers.