Ad-regulators refused to clear a Christmas commercial for Iceland, a British supermarket, that showed humans terrorizing orangutans for palm oil.
Earlier this year, Iceland revealed that they were the first major United Kingdom supermarket to remove palm oil from all its own-brand products.
It was scrapped by the body responsible for giving ads the green light - who said there were concerns that it "doesn't comply with political rules".
Iceland will still be placing TV ads, but only 10-second clips that will highlight palm oil-free products.
The ad campaign focuses on the destruction of the rainforest to make way for palm-oil plantations, which is a threat to the orangutans living there.
Iceland's 2018 Christmas range features more than 100 food lines that don't use palm oil as an ingredient, such as the supermarket's Salted Caramel Christmas Tree Cheesecake, Luxury Jumbo Coated Wild Red Shrimp Selection and Luxury Black Forest Layered Pavlova.
The frozen food specialists joined forces with Greenpeace this year, using their pre-existing advertisement to highlight the destruction of the rainforest due to palm oil.
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"It was so emotional", Iceland's founder Malcolm Walker said as cited by The Independent.
Iceland said it had spent £500,000 on putting its campaign together and insisted it had booked a number of prime-time TV slots with the full intention of having it cleared to air over Christmas.
"It's been banned, so you're not going to see it on TV", he told the BBC.
But Iceland's advert was said to be in breach of the 2003 Communications advert, according to the vetting organization Clearcast, which clears ads on behalf of the four major United Kingdom commercial broadcasters.
But the retailer has been left "extremely disappointed" by a decision this week to not approve the advert for broadcast by Clearcast, the organisation which enforces advertising standards on behalf of the four commercial TV broadcasters in the UK.
It added that Greenpeace had "not yet been able to demonstrate compliance in this area".
Part of the code covers subject matter that is deemed 'political and controversial'.