They are being pressured to withdraw their custom, based on, arguably, unfounded accusations of GB News spreading hate. A viewpoint that many don't share. One

They are being pressured to withdraw their custom, based on, arguably, unfounded accusations of GB News spreading hate. A viewpoint that many don't share. One of the advertisers, COOP, recognise this is an issue, so they have a policy to "Not seek to affect the editorial independence of publications or channels". They declined to withdraw their custom, as they knew to do so would be censorious. Other companies might find it expedient by acting as censors in the short term, but others, like COOP, seem to realise it's unwise to withdraw commercial contracts under pressure from an activist group campaigning against alleged speech that they don't agree with.