The nation’s largest TV advertiser, and the company that makes many of the products in your bathroom, has reportedly decided against sponsoring the NFL’s annual breast cancer awareness initiative in the wake of numerous allegations of domestic abuse against players.

According to CBS Sports’ Jason La Canfora, Procter & Gamble’s Crest toothpaste brand was supposed to be heavily involved in the upcoming Breast Cancer Awareness Month activities with the NFL, sponsoring pink mouthguards and designating one player from each team as an ambassador of the campaign.

But following the release and/or benching of multiple players accused of off-the-field violence, including Pro Bowl running backs Ray Rice and Adrian Peterson, P&G has apparently decided against being involved in the promotion.

P&G will still provide money to the charities that are supposed to benefit from the October campaign, reports CBS.

[UPDATE: P&G has confirmed to Consumerist that Crest is indeed pulling its sponsorship of this campaign, and that it will be donating money directly to the American Cancer Society.]

P&G’s CoverGirl makeup brand has come under fire for continuing to be involved in an NFL cross promotion. The company recently issued a statement saying that it has “encouraged the NFL to take swift action on their path forward to address the issue of domestic violence.”

A few other big companies, most notably Budweiser-maker Anheuser-Busch InBev, have criticized the NFL for an apparent lax stance on the violent behavior of its players. But these companies have continued their partnerships with the league, though earlier this week Nike did suspend its arrangement with Peterson following his indictment on child abuse charges in Texas.

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