Overview
- Ocean advocacy group Bloom lodged the complaint on December 23 with the ARPP’s advertising ethics jury, calling the Christmas short misleading.
- Bloom argues the film confuses vegetarianism with fish consumption and requests the removal of all sequences featuring fish, including under an emergency procedure.
- The NGO says the spot implies fish abundance, downplays environmental impacts, and could promote Intermarché’s seafood interests via its Scapêche fleet.
- Intermarché reports the campaign has surpassed one billion views and plans to sell a plush toy of the wolf next year as the ad continues to circulate globally.
- The ARPP has not issued a ruling, while online reaction ranges from ridicule of the complaint to calls for responsible seafood consumption.