Procter & Gamble is the latest firm to cut ties with a Georgian TV channel after it was sanctioned by the UK and labelled a mouthpiece of the Russian state, City AM report.

According to City AM , a similar probe has been launched by Nestle, led by the company’s global head of legal Leanne Geale, City AM reported yesterday. Other global brands, including the commercial arm of the BBC, cut ties as soon as Imedi was listed as a sanctioned company by the Foreign Office.

The giant behind brands including Gillette and Pampers had continued to advertise with Imedi TV despite the company being flagged on the UK government sanctions list in February. An internal investigation carried out by John Brandon, a senior director and head of P&G’s European ethics and compliance office, led to the firm cancelling their business with the media company on Monday, City AM understands.

A spokesman for Procter & Gamble said: “P&G follows the law in every market where we serve consumers, and we take a rigorous approach to sanctions compliance including our media purchasing practices. We have not breached the UK sanctions regime. However, we have voluntarily adjusted our approach and paused advertising from Imedi TV in Georgia.”