COMMUNICATIONS company LIME has dropped new dancehall artiste Potential Kidd,  from its Champs campaign.

In a release to the media the company said after analysing the unedited version of the song, it found that the lyrics were unacceptable.

LIME said it had facilitated dialogue between Potential Kid and citizens who are concerned about the nature of the performer’s lyrics.

"The move comes shortly after the company made changes to a ‘Champs’ related campaign called ‘Ah Yah So Nice’ which featured Potential Kidd." the release stated.

LIME Jamaica’s Managing Director, Garry Sinclair, said the company has decided to replace the artiste in the promotion.

“What we would want is for our artistes to express themselves freely but responsibly and we think civil society can play a big role in this regard,” he said.

Sinclair also said the company does not endorse or support any idea or sentiment that promotes unlawful or anti-social behaviour against any person in the society.

Potential Kidd, has reportedly apologised to persons who may have been offended by the lyrics and hit out against violence against women or homosexuals.

Like our Facebook page https://www.facebook.com/jamaicaobserver

Follow us on Twitter https://twitter.com/JamaicaObserver