Kellogg Co. ended its contract with Olympic gold medalist Michael Phelps last week after he was photographed smoking marijuana. The company said that Phelps’ behavior was “not consistent with the image of Kellogg” and announced it wouldn’t renew his contract.

In reaction to Kellogg’s actions, marijuana legalization activists have called for a boycott of all Kellogg products. The Huffington Post reports that the executive director of one group, the Marijuana Policy Project, called Kellogg hypocritical.

“Kellogg’s had no problem signing up Phelps when he had a conviction for drunk driving, an illegal act that could actually have killed someone,” the Huff Post quoted Rob Kampia, the group’s executive director. “To drop him for choosing to relax with a substance that’s safer than beer is an outrage, and it sends a dangerous message to young people.”