Iceland Christmas advert BANNED: Here’s why supermarket’s advert WON’T be broadcast

10 November, 2018, 00:46 | Author: Dominic Spencer
  • Iceland's Christmas TV ad banned for being too political

Ad-regulators refused to clear a Christmas commercial for Iceland, a British supermarket, that showed humans terrorizing orangutans for palm oil.

Iceland's main Christmas advert has been banned from TV as it is judged to be too political.

It features a young girl and an orangutan and describes the destruction of rainforests as a result of palm oil production.

Iceland has become the first major United Kingdom supermarket chain to pull palm oil products from its own-brand products.

"Oh Rang-tan in my bedroom I swear it on the stars, the future's not yet written, but I'll make sure that it is ours".

It follows the company's pledge to remove palm oil from its shelves and was meant to "improve shoppers' understanding" of the issue, with palm oil appearing in more than half of all supermarket products.

Richard Walker, managing director for Iceland Food group said: "We wanted [the Greenpeace film] to be our signature campaign".


"This year we were keen to do something different with our much anticipated Christmas advert".

He added: "Our commitment to help protect the home of orangutans remains extremely close to our hearts".

The advert would have seen Iceland committing over half a million pounds of media spend to ensure that it was seen by millions of consumers - a bold move away from the usual commercial, product-led advertising in order to highlight an important issue causing climate change and biodiversity loss.

Palm oil is one of Malaysia's biggest exports worth around £17bn a year but the growing backlash over the destruction of Asia's biodiversity has sparked an angry response from farmers; who already see their livelihoods under threat from an European Union ban on palm oil in biofuels in 2020.

As retailers' Christmas adverts begin to dominate ad breaks in the run up to the festive season - even if it is still early November - there's one we definitely won't be seeing: Iceland's.

Clearcast said in a press release on Friday: "We are concerned that it doesn't comply with the political rules of the BCAP code". "The creative submitted to us is linked to another organisation who have not yet been able to demonstrate compliance in this area".

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