Major firms are pulling their advertising and sponsorship from broadcaster Alan Jones's radio show because of his comments about the prime minister's father.
The veteran broadcaster has publicly apologised for using his speech to a Sydney University Liberal Club fundraiser to declare John Gillard had died of 'shame' because of Ms Gillard's 'lies'.
Mr Gillard died last month aged 83 after a battle with illness.
On Monday, Woolworths and the financial services group Challenger announced they were pulling advertising and sponsorship from Jones' 2GB breakfast program.
Freedom Furniture had earlier announced it would no longer advertise on the show.
Jones's comments, secretly recorded by a News Limited journalist and published on Sunday, sparked outrage on social media and were swiftly condemned by politicians on all sides.
Challenger on Monday said it had pulled its sponsorship of Jones' show, describing his apology as inadequate.
'Challenger does not feel the apology made by Alan Jones reflects the gravity of the offensiveness of the comments,' a company spokesman said in a statement on Monday.
'As a result, Challenger has cancelled their sponsorship of the Alan Jones show,' he said.
Meanwhile Woolworths, responding to calls to pull its advertising and sponsorship, posted on its Facebook site that it had decided to suspend advertising on the program.
The major food retailer also responded to reports that Woolworths community relations manager Simon Berger donated a chaff bag jacket that was bought by Jones at the Sydney University Young Liberal Party function.
The jacket, a reference to Jones's controversial 2011 suggestion that Ms Gillard should be stuffed in a chaff bag and thrown out to sea, was auctioned during the fundraiser.
'We've acknowledged that a staff member, in a private capacity, attended the Young Liberals function where Mr Jones made some offensive comments about the prime minister,' Woolworths said on Facebook.
'Woolworths in no way supports the comments made at that function,' it said, noting that it had not recently sponsored Jones's show.