The Diamonds hitmaker released the clip for B**ch Better Have My Money last week (ends05Jul15) and a number of company bosses have since contacted video sharing website Vevo.com to stop their commercials being played before the controversial footage, which features kidnapping, drugs, nudity and violence.

Bosses of travel firm Kuoni and retail company The Co-operative Group have told Britain's Daily Mail newspaper they are withdrawing their support for Rihanna's video.

Vivienne Pattinson from broadcast pressure group Mediawatch-UK celebrates the move, saying, "It is fantastic that advertisers have begun to take responsibility and withdraw their support for this unbelievably shocking video. I hope more follow suit."

A spokesman for Vevo says, "We respect the wishes of our advertisers and we will not run their adverts against any material which they deem to be inappropriate to their brand."