"Ford is a company which cares about the standards of behaviour of its own people and those it deals with externally. We are awaiting an outcome from the News of the World investigation and expect a speedy and decisive response," the company said in a terse statement.
"Pending this response we will be using alternative media within and outside News International Group instead of placing Ford advertising in the News of the World."
The brands that could also - potentially - drop its advertising with the paper are a roster of just about every blue-chip consumer brand you care to name: Easyjet, Halifax, BT, Nationwide, Virgin, Carpetright, Renault.
Worse to comeHowever, one unlikely name that has yet to withdraw is the Co-operative. "These are allegations. We have no plans to withdraw our advertising," the company - which prides itself on ethical principles - claims.
The police are now contacting the parents of Soham victims Jessica Chapman and Holly Wells. MPs will be debating the issue in an emergency debate. More revelations are surely to come.