The WWF just might be facing their toughest opponent yet - and it's not Ted Turner - it's their advertisers.

Recently, such sponsors as Coca-Cola, Wendy's, The Coast Guard, The Navy and M&M's have decided to pull their commercials from WWF Smackdown because they feel the WWF's shows are getting to racy and, because of that, their commercials have no place on such a show. I ask you - do they watch TV?

Granted, as of late, the WWF has "turned up the volume" when it comes to their TV-14 rating. With more profanity and less clothing as the weeks pass, the WWF's TV shows are certainly catering to an older audience and the days of "training, saying your prayers and eating your vitamins" are long gone. But if these advertisers who have pulled off of WWF TV did so in hopes of finding a less "racy" TV show to sell their products on, can you find me one?

As anyone who watches TV would know, the WWF is not the only show on TV with a TV-14 rating. On a recent episode of Chicago Hope, star Mark Harmon, made network history when his character, when asked a question on the show, replied by saying, "Hey, sh*t happens." Ally McBeal - for the second time on her show - made out with another woman. And has anyone watched either Dawson's Creek or 90210 lately? There is either a rape or a steamy love scene on that show every single week.

So maybe these advertisers should pose a question to themselves: While the WWF and the aforementioned shows are equally as racy, which one is more believable to the show's audience?

Do these advertisers think for one second that people who watch WWF Raw actually think it's possible to kidnap their boss' daughter, drug her, marry her while she is still unconscious - and then still keep your job? Do they think that wrestling fans believe that the Big Bossman really killed, cooked and ate Al Snow's dog Pepper? Do they think for one second that the WWF's audience actually believes that Kane is really horribly scarred and burned from his brother the Undertaker setting him on fire? - Or do they know that the fans of the WWF tune in every week because these storylines are very entertaining and that is why they are the #1 cable show each and every week, and why Smackdown is climbing the Neilsen chart and launching UPN into major network status faster than Star Trek: Voyager.

Here's a question for the advertisers: Don't you think that while these loyal wrestling fans, who know exactly what it is they are watching and know it is just entertainment watch their favorite show every Monday night - they just might buy what they see advertised