Iceland's Christmas TV ad banned for being too political

Iceland

Iceland

The advert focuses on the impact of palm oil on deforestation, and follows the supermarket's decision to remove the product from all its own-label food by the end of 2018.

Iceland's emotional Christmas advertisement featuring a cartoon orang-utan has been banned from television for being "too political" - a vetting body says it can not clear the Greenpeace-made film which highlights the plight of the orang-utan because it breaches guidelines.

An Iceland press release, entitled "The Christmas advert that never made it to TV", said on Friday: "Advertising regulators banned advert on grounds of it being seen to support a political issue".

Iceland hoped that the advert would improve shoppers' understanding of rainforest destruction for palm oil production; the retailer it was going to commit more than half a million pounds of media spend to getting it in front of consumers.

Iceland raising awareness of palm oil consumption.

According to the BCAP, commercial adverts prohibit "political advertising", including campaigning for the purposes of influencing legislation or executive action by local or national (including foreign) governments.

Clearance body Clearcast banned the ad for Iceland because it was "political", and broke the UK's 2003 Communications Act.

Christmas adverts are starting to pop up on TV as the festive season approaches but supermarket Iceland have been told their ad won't be televised. It outlines the effects of palm oil production on orangutan habitats, with Iceland declaring it has removed all palm oil from its products.

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

"The creative submitted to us is linked to another organization who have not yet been able to demonstrate compliance in this area", Clearcast wrote in a statement.

The voiceover is done by British actress Emma Thompson, and it was made in partnership with the charity Greenpeace.

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

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