By Cliff Peale
The Cincinnati Enquirer

Procter & Gamble Co. will not advertise on controversial conservative talk-show host Michael Savage's new show on MSNBC, the company reiterated Monday.

An ad for P&G's Swiffer ran during the show Saturday, which the company said was a mistake. The show "clearly violates our content guidelines," a spokeswoman said.

Those guidelines include mandates that good be rewarded and wrongdoing corrected, religious beliefs be treated with respect, and that controversial topics be treated in a balanced manner before P&G will advertise, she said.

P&G said its agency that placed the ad did not enforce the guidelines.