MANILA — Public discontent over an incident involving a six-year-old boy who gyrates like a macho dancer in the hit evening show “Willing Willie” has prompted another company to withdraw its sponsorship ads Saturday.

Joining the list of companies who temporarily ditched the show is Cebu-based Cebuana Lhuillier, one of the country’s top pawnshop and money-sending firms.

The non-appearance of Cebuana’s segment sponsorship in “Willing Willie” starts on April 11 (Monday), according to a company statement.

“While we support programs that give hope to Filipinos here and abroad, we expect our business partners to promote good values, protect children’s rights and exercise prudence in communicating to the general public,” Cebuana said.

Cebuana’s over 1,200 branches from Aparri in Cagayan to General Santos City in South Cotabato were servicing the needs of over 25,000 customers a day. (Virgil Lopez/Sunnex)