Drug-policy reform groups have organized a consumer boycott against Kellogg Co. — a protest against the company’s decision to end its sponsorship deal with Michael Phelps after the Olympic swimmer was photographed smoking from a bong — the Associated Press reported Feb. 11.

The Marijuana Policy Project says thousands of signatures have been gathered on an online petition calling for the boycott. “Kellogg’s had no problem signing up Phelps when he had a [past] conviction for drunk driving, an illegal act that could actually have killed someone,” said Rob Kampia, MPP’s executive director. “To drop him for choosing to relax with a substance that’s safer than beer is an outrage.”

The National Organization for the Reform of Marijuana Laws, Students for Sensible Drug Policy, and the Drug Policy Alliance also are backing the boycott.

“It’s not just that Michael Phelps did what millions of other twenty-somethings do,” said Ethan Nadelmann, executive director of the Drug Policy Alliance. “It’s that he did what over one hundred million Americans have done at least once in their lives, including the president, former presidents, members of the U.S. Congress, and Supreme Court.”

Kellogg’s officials did not comment on the boycott. “Our contract with Michael Phelps was set to expire at the end of February and we made a business decision not to extend that contract,” according to a spokesperson.