Pressure is mounting on radio shock jock Alan Jones to be pulled from the airwaves over comments he made about Prime Minister Julia Gillard's late father.
The outspoken 2GB broadcaster is under fire for suggesting that Ms Gillard's father, who passed away unexpectedly last month, died of shame after his daughter told lies in parliament.
An online petition calling for Jones to be sacked has already gained more than 12,000 signatures, while some major advertisers have already signalled they're pulling sponsorship for 2GB.
Federal Attorney-General Nicola Roxon says it's time for 2GB to consider taking Jones off the air.
'I would have thought the broadcasters would be considering whether such patterns of behaviour is sensible any longer,' she told ABC Radio on Monday.
'It's not the first time Mr Jones has made inappropriate comments.'
Former Greens leader Bob Brown, who has been the subject of past attacks from Jones, called the comments misogynistic and urged 2GB's sponsors to boycott the controversial broadcaster.
'Its sponsors should look at whether they should keep funding such a deeply nasty, hateful and gangrenous lot of statements as those coming out from Alan Jones,' he said.
One key 2GB sponsor, Freedom Furniture, has already confirmed via Twitter that it's withdrawing its advertising from the program.
Cabinet minister Craig Emerson linked the comments to the Liberal Party, claiming Mr Jones was a 'sidekick' to Opposition Leader Tony Abbott.
'This is a disgusting episode, but we shouldn't be too surprised because this is the culture that Mr Abbott and his sidekicks seeks to promote in the Liberal Party,' he told ABC TV.
'This is the Liberal Party that Tony Abbott is seeking to cultivate... a philosophy of viciousness, of extremism.'
Ms Roxon, who said she wouldn't rule herself out speaking on Jones's program, also said the Liberal Party had questions to answer.
'This is actually a sign of what the Liberal Party has slipped to in Australia,' she said.
Mr Abbott has issued a statement calling Jones's comments 'completely out of line' and welcoming his apology.
Nationals Senator Barnaby Joyce, a regular on Jones's program, said Ms Gillard was a big enough person to accept the apology but it wasn't Mr Abbott's place to be answering for the radio host.
'It's not Tony Abbott's position to apologise for another person,' he said.
John Gillard died unexpectedly last month at age 83, leading the prime minister to deliver a tearful speech before parliament.
Ms Gillard has not responded to the comments or the apology from Mr Jones.