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By The Drum Team, Editorial

November 23, 2011 | 1 min read

Littlewoods has moved to deny claims that it has purposely deleted negative posts on Facebook about its Christmas TV advert.

Marketing previously reported that the advert had received hundreds of negative comments through social media sites that it was inappropriate for the current poor economic climate.

The advert, based around a children’s nativity play, sees the children rap about receiving presents from their family.

Comments were apparently deleted, while comments also appeared to have been disabled, although Littlewoods has claimed that the removal of negative posts was done deliberately, with a spokeswoman for Littlewoods claiming that Facebook had marked the posts as Spam.

"The advert has now been viewed over 40m times and we have only received complaints from a very tiny percentage of viewers. We welcome all feedback, both positive and negative and each of our websites allows people to review products and give their opinions. It is our policy to never censor customers’ opinions,” they added.

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