Celebrity Big Brother has lost one of its sponsors following this first week of the show.

Life Water has pulled out of their involvement with the show, after producers failed to remove Rodrigo Alves for using the n-word.

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Rodrigo received a formal and final warning by Big Brother - just one day into the new series.

So-called 'Human Ken Doll' Rodrigo was hauled to the Diary Room in Friday's show for using the 'N word' twice during a conversation with his fellow housemates on launch night.

Big Brother said: "Rodrigo before you entered the Big Brother house the rules regarding unacceptable language and behaviour were explained to you," explaining that his language was "highly offensive" to both viewers and other housemates.

Big Brother continued: "Your language was totally unacceptable and is something Big Brother does not tolerate. As a result of your use of this language, Big Brother is giving you a formal and final warning. if you use this language again you will be removed from the house."

A spokesperson for Life Water said: "Life Water has regrettably ended its sponsorship of Celebrity Big Brother after six series following the producers' failure to evict housemate Rodrigo Alves for using deeply offensive racist language.

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"Life Water continues to urge Celebrity Big Brother to reconsider its decision."

A spokesperson for Celebrity Big Brother said: "We're naturally disappointed to hear that Life Water will no longer be connected to Big Brother in a product placement capacity but we respect their right to take this decision.

"To be clear about our position, Big Brother finds any kind of racially offensive language completely unacceptable and will not tolerate this kind of behaviour in the Big Brother house."

Channel 5 received over 980 complaints about the incident.

Some viewers feel Big Brother didn't go far enough, calling on Rodrigo to be removed from the house as others have been in the past.

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A spokesperson for Ofcom said: "We will assess these complaints against our broadcasting code before a decision is made whether to investigate."

Celebrity Big Brother 2018 highlights episode airs nightly on Channel 5.