Waitrose have issued an apology for upsetting customers in its latest Christmas advert.
The 60-second production looked to show the time and effort put in by farmers to produce Christmas products.
A particular scene, however, sparked backlash among viewers as farmers compared their sun tans to each other.
Some viewers felt the moment was insensitive to skin cancer patients, with many making their thoughts known on social media.
One tweet read: “I work in radiotherapy and I am extremely concerned about your Christmas advert.”
Farmers are seen comparing suntans in the advert, something that has concerned many. Image: Waitrose
Another said: “I understand that it takes time and research to get these adverts right, but I am dealing with melanoma at the moment and I think you may have just upset a few people by displaying the farmers and their suntans in your new Christmas ad.”
A further comment read: “the advert shows two men laughing at their tans.
“It’s annoying for those who campaign for skin cancer awareness because they work tirelessly to educate people that a tan is dangerous and causes skin damage/cancer.
“The advert is seen to make light of it that’s all.”
Waitrose have now issued an apology for the advert: "We fully support sun safety and worked with a medic on set throughout the filming.
"They made sure everyone wore high factor sun protection, and gave advice to help our farmers stay safe, so we're sorry for the upset caused."
The production shows a Christmas wreath being taken off a front door, fairy lights being switched off and a fir tree being tossed into a dustbin.
It then shows hardworking farmers beginning preparations for the holiday.
Sunburnt farmers are shown working through the summer to get their crops ready.