Iceland Christmas ad on orangutan plight banned for political rule breach

09 Novembre, 2018, 15:26 | Auteur: Christine Menetries
  • Iceland's Christmas TV ad banned for being too political

In Rang-Tan, a little girl finds an orangutan in her bedroom and she doesn't "know what to do".

The supermarket has became the first major United Kingdom retailer to undertake removing palm oil from its own-brand products.

Deforestation across South East Asia due to palm oil farming has led to orangutan populations being classified as critically endangered.

And in recent years Iceland has been no different - but this year the supermarket's advert will not appear on TV alongside those of other leading retailers.

Iceland will still be placing TV ads, but only 10-second clips that will highlight palm oil-free products.

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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. "We got permission to use it and take off the Greenpeace logo and use it as the Iceland Christmas ad". "The creative submitted to us is linked to another organisation who have not yet been able to demonstrate compliance in this area".

But Iceland said the advert - which would have been backed by more than £500,000 of media spend - would have raised awareness among Christmas shoppers of the impact palm oil production is having on the world's rainforests.

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. "The culmination of our palm oil project is offering our customers the choice of an orangutan-friendly Christmas, and we wanted to reflect this in our advertising".

Iceland's founder, Malcolm Walker, told the Guardian: "This was a film that Greenpeace made with a voiceover by Emma Thompson". "Our commitment to help protect the home of orangutans remains extremely close to our hearts".

'We are proud to be encouraging consumers to make more sustainable choices, even without the support of TV advertising, ahead of the Christmas shopping season'.

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