Is politics now a valid brand cause?

It’s been said that you bring politics or religion into advertising at your peril. So why the recent rush to pick a side and risk alienating millions? #boycottheck proved that the endorsement of an incoming UK prime minister could be the kiss of death to an otherwise respected and growing British brand.

Could cause-related marketing be the cause?

Brands feel under increasing pressure to stand for something. Anything. But Burger King taking a milky stand against perceived fascism? Or Poundland goading Brexiteers with reasonably priced blue passport covers? This feels like a new willingness to risk a bashing at the tills, whatever the potential increase in followers for waving a witty political banner. Admittedly, Paddy Power has never needed a cause stronger than the craic to wade into anything, religion included.

They're the Ken Clarkes of all this.