The Kellogg Company probably expected backlash from drug-policy reform groups like NORML when they decided to fire Michael Phelps over the now famous bong photo. Groups like The Marijuana Policy Project, Students for Sensible Drug Policy, and the Drug Policy Alliance have all joined NORML in calling for a boycott of Kellogg, until Phelps’ contract is reinstated. Kellogg probably did not expect such backlash from the general public, who have flooded the Kellogg customer support number with so many calls, that Kellogg now tells callers to “press 1 to share comments” about Michael Phelps. Pressing 2 is the option reserved for requesting information regarding the ongoing peanut butter recall; meaning the Phelps issue is attracting more customer concern than a salmonella outbreak.

Thousands have joined groups supporting the boycott on social networking sites like Facebook and Myspace, a popular online petition is being spread around Twitter, and a SNL Weekend Update video criticizing Kellogg has gone viral across the internet. It is clear that even if Kellogg does not reinstate Phelps’ contract, a powerful message has been sent to companies facing similar issues in the future: Ditching someone for marijuana use is more risky than not.

While many people will take Kellogg’s actions as a typical PR move, It is important to remember that Kellogg continued to use Phelps as a spokespan after a D.U.I arrest in 2004.  By eliminating his contract now, they have sent a message that putting lives in danger while drinking and driving will be tolorated, but hitting a bong at a party will not.  Those who support the boycott hope that changing a misguided marijuana-policy at a corporate level, will be an important step in realigning drug-policy with public opinion at the government level.