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It's on YouTube so we can all still see it though, just imagine the last seven seconds of it is a cut to some pre-cooked roast potatoes being served up by a textbook TV mum, then whatever Iceland's current slogan is comes up, written in a Christmassy font.

Christmas adverts are starting to pop up on TV as the festive season approaches but supermarket Iceland have been told their ad won't be televised.

The animated story is about rainforest destruction caused by palm oil production and the impact it has on the orang-utan.

Earlier this year the chain announced that it would remove palm oil from all its products.

The colours fade to black and white and show bulldozers flattening trees and chasing Rang-Tan and her mother.

It was hoped that the advert would improve shoppers' understanding of the widespread rainforest destruction for palm oil production, which appears in more than 50% of all supermarket products.

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Iceland founder Malcolm Walker said of the ad: "We got permission to use it and take off the Greenpeace logo and use it as the Iceland Christmas ad. The culmination of our palm oil project is offering our customers the choice of an orangutan-friendly Christmas, and we wanted to reflect this in our advertising".

Iceland said that it would have committed more than £500k of media spend to the advertising campaign.

He added: "Our commitment to help protect the home of orangutans remains extremely close to our hearts".

Advertising body Clearcast said the organisation hadn't banned the short film but that it couldn't clear it to run on TV as it is breaches the rules of the Broadcast Code of Advertising Practice which stops companies from broadcasting political adverts.

She is confused as to why he is there and when she asks him discovers it's because humans are in his rainforest harvesting palm oil and he has nowhere to live because of deforestation.

"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", a spokeswoman for Clearcast said.

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