Pressure from a skin cancer charity and patients has led supermarket Waitrose & Partners to edit its Christmas TV advert, which showed two farmers comparing their sun tans.
The festive ad shows producers growing and harvesting food for Christmas, including a scene in which the farmers compare their tanned arms from working outside.
The retailer apologised last week when Melanoma UK and viewers claimed the scene glorified tans and did not address the risks of skin cancer.
The charity said: “Waitrose can do better than this.”
Waitrose has now gone further, saying it would use an “updated version of the ad to address these concerns”.
A spokesperson said: “While we included some light-hearted and ‘true to life’ moments, we’ve listened to the comments made about the serious message of sun safety.
“Our ad celebrates the care and effort that our partners and real farmers – who work in all weathers – put in to make sure our customers have what they need for Christmas.”
The updated ad shows the farmers passing each other in the field, without showing off their tans.