Marks & Spencer has apologised after an outtake from its newly released Christmas advert was criticised for showing burning paper hats resembling the Palestinian flag.

The British retailer had shared an image from its Christmas clothing and home advert on Instagram depicting red, silver and green paper hats tossed into a burning fireplace.

It was accompanied with the caption: “This Christmas, do what you love… like saying no to paper hats” with the hashtag #LoveThismasNotThatmas – the supermarket’s slogan for this festive season.

It appeared to be encouraging people to focus on enjoying themselves rather than to conform to festive traditions they actually don’t like – the theme of its Christmas advert.

However, some social media users suggested the hats’ colours reflected those of the Palestinian flag amid the escalating Israel-Hamas war in the Middle East.

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The conflict ignited on 7 October after a deadly attack by Hamas on Israel, which has responded with ongoing military action.

More than 1,400 Israelis have died and 8,700 Palestinians since Hamas’s multi-pronged surprise attack last month.

M&S deleted the Instagram post, posting a statement on X (formerly Twitter) saying: “Today we shared an outtake image from our Christmas clothing and home advert, which was recorded in August.

“It showed traditional, festive coloured red, green and silver Christmas paper party hats in a fire grate.

“While the intent was to playfully show that some people just don’t enjoy wearing paper Christmas hats over the festive season, we have removed the post following feedback and we apologise for any unintentional hurt caused.”

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M&S is one of the first supermarkets to release its seasonal advert which contains the underlying message of ditching undesirable Christmas chores and replacing them with enjoyment.

The ad features frivolous scenes of blowtorching Christmas cards, whacking a toy elf with a baseball bat and shredding silver hats.

It stars some famous names including singer Sophie Ellis-Bextor, Marvel actress Zawe Ashton and Ted Lasso star Hannah Waddingham.

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