A Spanish agency has stopped using the term “pepsitos” in advertisements.
The company behind Spanish-language advertising agency Peculiarity has been inundated with messages complaining about its use of the word.
The Pecolity agency was established in 2003 and has been at the forefront of the global use of social media to promote and advertise.
On Tuesday, Peculo said it would be closing its Twitter account and stopped using “pepito” in its advertising.
It’s a matter of ethics, it says, it’s not about profit.
Pecolo is also a member of the Spanish Language Association, the Spanish language advocacy group.
But in a statement, Pépulo says it had not been informed of the changes until this week, adding that it had “been following the change in language policy closely.”
The agency said the use of “pepe” in the Spanish version of the news and entertainment website Dailymotion was being removed because it was being used to promote the new “PeP” video game.
The agency is also ending its use for its adverts on YouTube and its advertising in magazines and newspapers.
Peculo, which is part of the advertising industry, has a long history of using social media and other advertising platforms to promote itself.
It started in the 1980s and is known for its well-regarded “Adadora” series of videos, which include ads for health products.
In 2017, Pemulo announced it would no longer use the word “pepesito” for the Spanish word for the same.
“We have decided to withdraw our use of ‘pepitos’ in our advertising and marketing, because this is not in line with our values, and it has no positive impact on the viewers of our advertising,” the agency said in a news release.
The Spanish language ad industry has faced increasing pressure to take a more liberal stance towards the word since the rise of the populist National Front, which campaigned against the country’s status as a European Union member.
In a 2016 survey, the Association of Spanish-Language Advertising Agencies found that a third of the companies that it surveyed said they would stop using “pesito,” compared with the same survey two years earlier.
A spokesman for the Association told the Associated Press news agency that the Spanish Association is aware of the change but declined to comment further.
In its statement, the Peculumos said the word was “part of a broader trend in the industry of adopting a more inclusive, modern, and positive approach.”
The move came after Pecula was contacted by Reuters by a viewer who asked to be identified by their first name only.