The image was part of an out-take from one of their TV adverts and featured hats in red, green, and silver burning in a fireplace. M&S explained that the intent was to humorously depict that some people don't enjoy wearing paper Christmas hats.
The company removed the photo and clarified that the ad was filmed in August before the recent Israel-Gaza conflict. They emphasized that the hats were traditional Christmas paper hats in festive colors.
The Advertising Standards Authority (ASA) reported receiving 40 complaints about the post and is reviewing them. M&S's recent "Love Thismas not Thatmas" advert aims to encourage people to celebrate the holiday season by doing things they love.
The controversy arose in the context of heightened sensitivities surrounding the Israel-Gaza conflict.