An ad showing Christmas party hats burning in a fire was taken down after people compared it to the Palestinian flag

• UK retailer M&S deleted an Instagram post of an outtake from its 2023 Christmas ad after backlash.
• The image, showing Christmas party hats on fire, was compared online to the Palestinian flag.

British retailer Marks & Spencer deleted an Instagram post of an outtake from its 2023 Christmas ad showing party hats with the same colors as the Palestinian flag on fire, after facing intense backlash on social media.

The image – posted on Wednesday – and since deleted, showed hats in the traditional festive colors of red, green, and silver being burned in a fireplace, according to screenshots of the post from the BBC and The Times of London.

The image was captioned: "This Christmas, do only what you love … like saying no to paper hats (although if we're honest, we're partial.)"

The company received a backlash on social media about the post with users drawing similarities between these hats and the colors of the Palestinian flag which is red, white, green, and black.

Israel and Gaza have been embroiled in a bitter conflict since October 7 when Palestinian militant group Hamas staged a surprise attack on Israel and took about 240 hostages. The war has claimed the lives of around 9,000 Palestinians and 1,400 Israelis.

Comments have flooded M&S's other posts even after it deleted the original image saying: "Took you 9 hours to delete a post that caused offence to thousands. The damage has been done. Don't think many people will be shopping at M&S this Christmas."

Another user commented: "What a Stupid ad. The message your 'trying' to portray could've been portrayed so differently without upsetting so many people."

M&S has confirmed to Insider that the image was an outtake from its Clothing & Homes advert filmed in August.

"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 apologise for any unintentional hurt caused," the spokesperson said.

The advert, which was released Wednesday featured actors Hannah Waddingham, Zawe Ashton, and Queer Eye presenter Tan France.

The theme of the video appeared to be about saying no to Christmas traditions people don't love anymore.

France took to Instagram to defend the advert saying: "The ad was shot in AUGUST so…maybe you're reaching with your ridiculous comments?"