Iceland has launched its controversial Christmas advertising campaign, which was banned by advertising regulator Clearcast, online today.
The grocer launched its campaign online after its short film Rang-tan, which tackles the issue of palm oil and the destruction caused during its production, was banned from being shown on TV.
Following the retailer’s campaign to remove palm oil from its own label food lines by the end of the year, a goal it is reportedly close to achieving, Iceland opted to set itself apart from the usual big-budget, celebrity-focused campaigns by highlighting the rainforest destruction and impact on endangered orangutans caused by palm oil production.
“Throughout 2018 we have led the retail industry to take action in areas such as the usage of palm oil and plastics, and this year we were keen to do something different with our much anticipated Christmas advert,” Iceland managing director Richard Walker said.
“The culmination of our palm oil removal project is offering our customers the choice of a Christmas without palm oil, and we wanted to reflect this in our advertising.
“Whilst our advert sadly never made it to TV screens, we are hopeful that consumers will take to social media to view the film, which raises awareness of an important global issue. Our commitment to say ‘no to palm oil’ remains extremely close to our hearts and we are proud to be encouraging consumers to make sustainable choices, even without the support of TV advertising, ahead of the Christmas shopping season.”
The advert was originally created and used by Greenpeace earlier this year, but an agreement was reportedly reached that Iceland could use the video as part of its Christmas campaign.
Clearcast reportedly banned the ad from TV broadcast because it didn’t comply with the political rules in the Broadcast Code of Advertising Practice.
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11 Comments. Leave new
I can’t believe this has been banned… has lobbying been too strong again?? That’s just outrageous!
very good cant see y it was banned though.
Why on earth has this been stopped from being on tv? Iceland Christmas advertisement, strong message about an important issue.
So I ve watched this advert that’s been banned, so in my eyes we are now banning the truth of what happens to the earth and the animals that we share it with. The truth hurts and sometime we need to act, well done Iceland for standing up for what you believe In. Shame on you blinkered people who do want to see what we are doing to the earth.
Brilliant advert – very hard hittting!
Need this advert on telly we need to stop the cruelty to these beautiful creatures, how ridiculous not showing this to our future generation, we are humans and need to take responsibility for your planet
Great to see a retailer with a conscience, this advert should have been encouraged and shown as a positive example, what’s wrong with CLEARCAST, do they not think we want to know the truth?
Greenpeace released this 3 months ago!
Don’t think it was ASA. It seems to have been banned by Clearcast. Irrespective, it’s an outrageous decision
Is the simplicity of this advert another reason for the ban. The elite of society do not like items that the man on the street understands.
After all the brown paper bags full of money have already passed the hands of the elite it’s to late. How stupid do you think we are. You mention sustainable, is that once the forests have been ripped down and burned covering the whole of Malayasia in smoke. You didn’t realise us uneducated people might know what is going on. Fill your socks and watch your children’s world fall apart, after all we have to share it.Reap what you sow.
What a great ad!!