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.

Morrisons management subsequently signaled their intention to “increase the use of the Welsh language” in stores after extensive talks with Cymdeithas.

But campaigners called the boycott after bosses refused to implement a policy that gave Welsh speakers rights in all of its 30 shops across Wales.

“We believe that Morrisons, as a company making profits in Wales, has a duty to respect the Welsh language,” said Cymdiethas spokeswoman Manon Elin.

“By going ahead with the boycott, we firmly believe that this important struggle can be won, especially during the company’s busiest period leading up to Christmas.”

Cymdiethas, which has a long history of taking direct action, is planning a number of protests at stores in the run-up to Christmas.

They say they will call off the boycott if Morrisons ensures shop signs are bilingual, there is a sufficient number of staff with Welsh language skills and marketing materials are bilingual.

Morrisons said it already has bilingual signs and called the boycott “unfair and unreasonable.”