The advertising regulator has cleared Tesco’s Christmas TV campaign featuring Father Christmas bearing a Covid vaccine passport after it prompted 5,000 complaints from viewers.
The Advertising Standards Authority (ASA) said the advert 'didn't break the rules' and there was 'no grounds for further action'.
The ASA said the large majority of complaints claimed the ad was coercive and encouraged medical discrimination based on vaccine status.
Explaining their decision, the ASA said: “In summary, we consider that the depiction of Santa displaying a proof of vaccine status in an airport is likely to be seen as a humorous reference to international travel rules people have experienced this year; it is unlikely to be interpreted as a message about these rules or the Covid-19 vaccine more widely.
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“While we understand that some people disagree with the vaccine programme and may find the ad in poor taste, we have concluded that the ad is unlikely to be seen as irresponsible or cause serious or widespread offence on the basis suggested.”
The ad, titled This Christmas, Nothing’s Stopping Us, shows the supermarket’s customers determined to enjoy a proper Christmas with family and friends after last year’s Covid-related restrictions.
However, in one scene a reporter appears on TV with 'breaking news' telling viewers that 'Santa could be quarantined.'
Father Christmas is then shown presenting his Covid pass at border control, proving he has been vaccinated to a customs officer so he can enter the country without restriction.
The scene from the full 90-second ad, which is set to Queen’s Don’t Stop Me Now, sparked fierce debate on social media after the ad launched last month.
