Learn Direct abandons daytime TV show

Ufi, which operates learndirect, has announced that it is ending its sponsorship deal with ITV's 'The Jeremy Kyle Show'. The Central Office of Information (COI) managed the contract.

The Board of Ufi has taken the decision that continued sponsorship of the show would not protect and enhance the strength and reputation of learndirect, one of the country's most well-known names in adult learning

A spokesperson for COI said:

"The criticism of the show - sparked by Judge Alan Berg's remarks earlier this week - means that both Ufi and COI consider it no longer appropriate for learndirect to be associated with the programme."

The Jeremy Kyle show was selected as an appropriate show for Learn Direct to sponsor by OMD Fuse, who managed the sponsorship deal on behalf of the Central Office of Information, because the show and the training provided by Learn Direct are targeted at the same people - those who do not have level 2 qualifications(equivalent to five A-C grades at GCSE).

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