Waitrose have apologised for their recent Christmas advert after being criticised by a cancer charity.
The supermarket giant captioned its 2022 Christmas ad 'It’s Beginning To Look A Lot Like Christmas' and showcased how their 'partners, farmers and suppliers work carefully all year to bring you the very best festive food'.
"So that means you can show you care by serving up the most delicious feast for family and friends this Christmas," Waitrose added.
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At one point during the trailer, two farmers enthusiastically compare their suntans while working in the blaring sun.
However, skin cancer charity Melanoma UK commented on the scene, saying: "Waitrose can do better than this."
They then tweeted: "Many organisations have used examples of tanning in their advertising. Unless they are doing this responsibly and warning of the dangers of overexposure to the sun, then they need to stop it."
Gillian Nuttall, the charity's founder, added: "Waitrose isn’t the first organisation to use tan lines or sun burn in an advertisement.
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"Just as we wouldn’t laugh at an advertisement that glorifies smoking, nor should we do the same about tanning."
Melanoma skin cancer happens to be the fifth most common cancer in the UK, according to statistics from Cancer Research UK.
Commenting on the ad, one person thought: "This is a kick in the teeth for all melanoma patients and for all the organisations trying to educate everyone into the dangers of sun tans.
"What on earth were you thinking to include this in a Christmas advert? Words fail me."
Looking at the advert from another point of view, another person commented: "My god, some of the complaints aimed at this advert are ridiculous! Farmers comparing sun tans is not glorifying skin cancer. Neither does it suggest they are sun worshippers. They're outdoor workers. They get a tan. End of."
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While someone else added: "It appears we are no longer allowed to talk about, share pictures of or enjoy getting a suntan. I feel sorry for Waitrose, they did nothing wrong, yet a cancer charity decided to capitalise on their advertising."
However, Waitrose & Partners have since apologised for the video, saying they were 'sorry to hear this'.
"We absolutely support sun safety and sell suncare products across all our stores.
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"The farmers featured are real suppliers, and the images are based on real life stories reflective of their daily work - including this farmer and his sun tan."
LADbible has contacted Waitrose & Partners for additional comment.
Featured Image Credit: WaitroseTopics: UK News, Shopping, Food And Drink, Christmas