Morrisons in Wales is facing a slump in festive profits after language activists yesterday began a boycott of the supermarket.

The Cymdeithas yr Iaith Gymraeg (the Welsh Language Society) campaign group called on supporters to stay away from its stores in a long running row over language rights.

A dispute blew up in January when a mum was refused medicine for her sick 15-month-old son at Morrison’s Bangor store because her prescription was in Welsh.