Last week actor Kiefer Sutherland began his 48-day jail sentence for a DUI conviction from October.
As well as being the star of the hit FOX tv show ‘24′, Sutherland, who was born in Canada, is also the voice behind The Ford Motor Company of Canada commercials.
Andrew Murie, CEO of Mothers Against Drunk Driving Canada, said Ford should view the conviction as a wake-up call.
“Obviously as a company they’re against drunk driving, so why are they continuing to have somebody speak on behalf of their products that now has been convicted… of impaired driving?” Murie told CTV News.
He said companies like Ford need to use people who have good morals.
“Literally, there’s thousands of people out there that meet the moral standards of our society today that would love to have that kind of endorsement contract and they should be honoured for their ethical behaviour,” he said.
A spokesperson for Ford said the company is monitoring the situation, but will continue to use Sutherland as the voice for their commercials, the Canadian Press reports.