Ikea, the Dutch beer brand Grolsch and the Swedish cider maker Kopparberg said they had suspended adverts because of concerns the channel’s content would go against their aim to be inclusive.
It said on Twitter that it had not planned or purchased advertising on GB News, and added that it was investigating why it had happened.
Octopus Energy’s founder, Greg Jackson, published a letter to customers on Tuesday evening that said it had asked its agencies to suspend advertising on GB News.
Some of the channel’s financial backers have supported prominent rightwing causes and campaign groups, while some GB News programmes are presented by journalists with outspoken views on issues generally associated with rightwing politics.
Advertising slots on GB News are marketed by Sky Media, the advertising sales arm of Sky Group, which represents about 130 other channels, more than any other company in the UK.
Companies advertising on television tend to hire media-buying agencies to buy slots on their behalf, according to audience categories such as age and income, rather than targeting specific channels.
The source said that the actions of a small number of advertisers were unlikely to make a significant difference to GB News’s finances.
Nivea said its policy is to wait a few months after a new channel has launched before allowing advertising.