Iceland’s Christmas marketing campaign has been banned from TV as a result of it has been deemed to breach political promoting guidelines.
As a part of its festive marketing campaign the low cost grocery store struck a take care of Greenpeace to rebadge an animated brief movie that includes an orangutan and the destruction of its rainforest habitat by the hands of palm oil growers.
Earlier this yr, Iceland turned the primary main UK grocery store to pledge to take away palm oil from all its own-brand meals. Habitat loss in international locations corresponding to Malaysia – a serious world producer of palm oil – has contributed to the orangutan now being categorized as critically endangered.
Clearcast, the physique answerable for vetting advertisements earlier than they’re broadcast to the general public, mentioned it was in breach of guidelines banning political promoting laid down by the 2003 Communications Act.
“This was a movie that Greenpeace made with a voice over by Emma Thompson,” mentioned Iceland’s founder, Malcolm Walker. “We acquired permission to make use of it and take off the Greenpeace brand and use it because the Iceland Christmas advert. It might have blown the John Lewis advert out of the window. It was so emotional.”
One of many stipulations enshrined within the broadcast code for promoting follow (BCAP), is that an advert is prohibited whether it is “directed in direction of a political finish”.
“Clearcast and the broadcasters should date been unable to clear this Iceland advert as a result of we involved that it doesn’t adjust to the political guidelines of the BCAP code,” mentioned a spokeswoman for Clearcast. “The artistic submitted to us is linked to a different organisation who haven’t but been capable of exhibit compliance on this space.”
Iceland will nonetheless be inserting TV advertisements, however solely 10-second clips that may spotlight palm oil-free merchandise.
“We wished [the Greenpeace film] to be our signature marketing campaign,” mentioned Richard Walker, Malcolm’s son, who has led Iceland’s swap to environmental campaigning. “We have now mentioned repeatedly we aren’t anti-palm oil, we’re anti-deforestation.
“We expect it is a enormous story that must be informed. We at all times knew there was a threat [the clip would not be cleared for TV] however we gave it our greatest shot.”