M&S apologises over Christmas ad controversy: Will it be enough to weather the PR storm?

Lifestyle brand Marks and Spencer's (M&S) has apologised and taken down a Christmas ad that was perceived to be offensive to Palestinians. 

This came after the British retailer shared a picture from its Christmas clothing and home ad on Instagram showing burning red, silver and green paper hats which resembled the Palestinian flag. 

Don't miss: Marks & Spencer's brand sentiments plummet after offensive Christmas ad

The incident has drawn mixed reactions from netizens. Prior to the Christmas campaign, Marks & Spencer's brand sentiment stood at 18.3% positive and 12.9% negative, according to media intelligence firm CARMA. However, the sentiment has shifted to 24.7% positive and 20.6% negative for the brand. 

Media intelligence company Truescope also saw a majority of 71% in negative sentiments for coverage observed from 1 November until 4 November.  

M&S has since then removed the ad and issued an apology on X. “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,” the statement reads.  

MARKETING-INTERACTIVE has reached out to M&S for a statement.  

Is it enough to quell negativity? 

Despite the brand’s effort to mitigate the PR crisis, the apology garnered over 1,500 mentions, with more than 90% of them expressing negative sentiments, said Charles Cheung, CARMA’s HK GM. “Some individuals conveyed disappointment, perceiving the apology as insincere and absurd,” he said. 

In fact, it is very difficult for brands to navigate such sensitivities, an industry player who wished to stay anonymous told MARKETING-INTERACTIVE. “No apology would work in the current climate. The outrage stems from a very politically sensitive situation. Logic is often insufficient to quell rage. I think M&S did what it could and was honest in explaining what happened.” 

It seems that however good the intention might be, the wind of public opinion can blow in many different directions, and it’s hard to know which way it will blow, said Mary Devereux, partner, SEC Newgate Hong Kong. "That said, I’m sure in time, this particular breeze will die down," she added.

"Maybe a better way would have been to draw attention to the fact that the colours of the hats were traditional Christmas colours. It wasn’t as if they were using, for example, the colours of the Ukraine National Flag. I suppose they could have shown a rainbow of coloured hats instead, but that might have been interpreted as anti-LGBQT," she added.

The industry player also said it's no guarantee that even if the communications teams were consulted, they would have immediately drawn the association of Christmas colours to the colours of the Palestinian flag. 

In times of turbulence, swift and sincere response is key. Brian Yeung, co-founder, Brandstorm Communications, said M&S' immediate removal of the ad and public apology is a good start.  

That said, even though the company had issued an explanation and promptly responded to the controversy, this incident underscores the importance of cultural awareness and the influence of visual components in marketing initiatives, particularly amid tumultuous conflict periods, he added.  

Lessons to learn 

The important lesson in this episode would be to be extra sensitive, especially during a time of conflict where views can also be conflicting, and contentious, according to Jose Raymond, director of strategic advisory, PRecious Communications.  

“Perhaps a review of the campaign should have been conducted ahead of its release, and ensuring that there was enough diversity of viewpoints at the table. This will ensure enough representations from all sides when a decision is made to either roll out the campaign or perhaps, can it,” he added. 

During the time of political sensitivity, there is no quick fix in issue management and crisis communications.  

Brandstorm’s Yeung said developing an in-house manual for issue and crisis management is crucial for any company. “It provides a structured approach to managing crises, ensuring quick and effective response. It fosters anticipation, preparation, and proactive management, reducing potential damage,” he said. 

For multinational companies such as M&S, it's important to conduct a focus group with representation of key stakeholders from different markets to test the waters before running an ad campaign, he added. 

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