I don't think you understand. This has nothing to do with activists. Companies already did not want to advertise on controversial content 40 years ago. You don'

I don't think you understand. This has nothing to do with activists. Companies already did not want to advertise on controversial content 40 years ago. You don't see Rolex advertising on The Sun (and no, it's not only about demographics, plenty of upper class people read tabloids). Brand image is extremely important. You most definitely do not want most brands appearing close to shitty content. You have the same thing with physical advertising where brands will refuse their ads in some places if the perception of the space is too bad (ex: homeless people around, drug traffic...). The reason is that even if you might be interested with the brand you will now associate it with the environment you were presented it with. Of course for Lidl it is less of a worry, but even low price brands have standards and don't want to be anywhere near a nazy content.