The Week: Advertising News - Morrisons pulls fish TV ad

Morrisons has pulled a TV ad after its supermarket rival Sainsbury's lodged a complaint stating that claims made in the ad regarding sustainable sourcing of fish could be seen as misleading.

The ad, created by Delaney Lund Knox Warren, sees the actor Robert Lindsay ask: "Does it have to cost a fortune every time you want some fresh fish? I just want a decent choice from a sustainable source." Sainsbury's argued that the comments could not be fully substantiated, and Morrisons has agreed to not show the ad again until it can prove its claims.