By Amy Houston | Senior Reporter

November 23, 2022 | 2 min read

The original ad depicted two farmers comparing their suntans, this sparked some concern from various charities and the public worried it would encourage cancer-causing behavior.

The ad depicted two farmers comparing tans on their arms for a few seconds. Charity Melonama UK criticized the ad, rallying people with the condition to respond on social media saying it was setting a bad example.

After issuing an apology last week, the retailer has now edited out the scene in question.

Created by Adam & Eve/DDB, the 60-second spot showcased the various conditions that farmers work in throughout the year. That includes, sometimes, working in the sun.

A Waitrose spokesperson said: "Our ad celebrates the care and effort that our partners and real farmers - who work in all weathers - put in to make sure our customers have what they need for Christmas.

"While we included some light-hearted and ‘true to life’ moments, we've listened to the comments made about the serious message of sun safety and will be using an updated version of the ad to address these concerns."

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