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Prohibition! Advertising of animal suffering due to the production of palm oil is not allowed in British television: Marketing journal



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11. 11. 2018
| Petr Michl

British retail chain Iceland will not have a Christmas spot on TV that it planned. According to its regulatory body, its advertising is too political. This is an animated story telling the suffering of animals through the palm oil industry to produce palm oil.

British supermarket network is actively involved in this topic. This year, she has committed that by the end of this year it will stop using palm oil in all its products. The rigor of this commitment has overtaken competition in the United Kingdom. As a christmas spot, she did not want to give it a classic commercial to cast the spell of a family meeting under a lit tree. Instead, she decided to invest in the spotlight, which was published by Greenpeace earlier this year. The agency is creative behind it Mother and productively Passion Animation Studios.

Animated shorts with a one-and-a-half-minute footage tells the story of a little girl who gets a little orangutan in the room.

"Rang-tan" is rushing around the room, throwing chocolate bars and shampooing. When a girl, why the orangutan is in her, learns the unpleasant fact:

"There is a man in my forest and I do not know what to do.

Destroy all our trees because of your food and shampoos.

There is a man in my forest and I do not know what to do.

He killed my mother, and I'm afraid he will kill me. "

A highly emotional text is lectured by two-time Oscar winner, actress Ema Thompson. "When Greenpeace asked me to say 'Rang-tana', I did not hesitate. Big homemade murders are too long. When we make noise, demand answers and force change, we will be overcome with a sense of regret, " she explained why she joined the project. Spot namely went out in summer together with a petition to make food giants like Nestlé, Unilever and Mondeléz have fulfilled their public commitments and have ceased palm oil in their products. This could help to end the plundering of rainforests, especially in Indonesia, where the most serious situation is.

And perhaps this connection bothers the UK regulator, Clearcast. By him the spot violates the law on non-political advertising. Political advertising does not have a limited time and space on the television screen according to the laws there.

This decision is certainly controversial. Indeed, his environmental agenda is both political and political if we can not make any difference between the two terms. But the Icelandic decision is unlikely. Due to the media interest it has raised, more people are learning about Iceland and Iceland, not only in the UK. In addition, companies have the opportunity to promote their spot on digital channels, including YouTube. He uses only 10-second spots on television to draw attention to palm oil-free chain products. And it is clear that viewers will now be more aware of it.

Sources: Guardian, Greenpeace 1, Greenpeace 2, Variety

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