Celebrity Big Brother have lost their 3m sponsorship deal with the Carphone Warehouse who decided to pull the plug, claiming the Channel 4 programme was "ghastly".

Jade Goody's best-selling perfume 'Shh...' was dropped by leading retailer The Perfume Shop and former Miss England Danielle Lloyd lost a modelling contract worth a six-figure sum.

Both celebs have been condemned for their vicious verbal attacks on Shilpa.

Carphone Warehouse instructed Channel 4 not to use its name during the rest of the programme and threatened to boycott the series scheduled for the summer.

Jade - unaware of the furore surrounding her - stoked the fires further by calling housemate Shilpa "Poppadum", but hen insisted that she didn't mean it racially. She said "What I said about her was not in a racial way it's not acceptable if done in that way. If I offended any Indians out there I apologise."