How should brands respond to the grassroots uprising against the #notw?

Any right-minded person would have been disgusted to hear that the News Of The World phone hacking scandal has taken its ugliest turn, with the revelation that Milly Dowler’s mobile phone was interfered with while she was still missing.

The story marks a watershed moment for the phone hacking investigation, where the general public’s apathy has turned to rage. There is the sense that D-list celebrities and arrogant footballers are fair game for phone hacking. But a murdered schoolgirl is most definitely not. 

As such, and inspired by this web page, thousands of Twitter users have started to ask the brands that prop up the News Of The World with their advertising budgets whether they will continue to do so. The implication is clear.