Iceland's main Christmas advert has been banned from TV as it is judged to be too political.
The discount supermarket chain planned to use a Greenpeace-made animated short film, about the destruction of the rainforest caused by palm oil production, and its devastating impact on the critically endangered orangutan.
Earlier this year, Iceland became the first major United Kingdom supermarket to pledge to remove palm oil from all its own-brand foods.
Palm oil is a highly controversial ingredient, with green groups accusing suppliers of the widely used commodity of fueling deforestation in South East Asia, leading to increased greenhouse gas emissions and habitat loss.
Clearcast, the watchdog responsible for vetting television adverts, said that the advert had breached rules on political advertising.
"This was a film that Greenpeace made with a voice over by Emma Thompson", said Iceland's founder, Malcolm Walker.
Iceland's managing director Richard Walker said: "Throughout 2018 we have led the retail industry to take action in areas such as rainforest destruction for palm oil and plastic pollution of our oceans". It would have blown the John Lewis ad out of the window. "It was so emotional".
Under this code an advert is deemed to contravene the bar on political advertising if it is "inserted by or on behalf of a body whose objects are wholly or mainly of a political nature" or is "directed towards a political end".
"Clearcast and the broadcasters have to date been unable to clear this Iceland ad because we concerned that it doesn't comply with the political rules of the BCAP code", said a spokeswoman for Clearcast.
Iceland will still be placing TV ads, but only 10-second clips that will highlight palm oil-free products.
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. "We always knew there was a risk [the clip would not be cleared for TV] but we gave it our best shot".