Waitrose cuts sun tan scene from ad

Waitrose has altered a section of its Christmas ad that showed two farmers comparing sun tans following criticism by a skin cancer charity and patients.

The ad shows producers across the year as they grow and harvest food for the Christmas dinner table, including a scene in which two farmers compare their tanned arms from working outside.

The supermarket previously apologised after Melanoma UK and viewers raised concerns that the scene glorified sun tans and failed to highlight the dangers of sun exposure. The scene has now been cut. A Waitrose spokeswoman 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.

"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."