The film in question was made by ad agency Mother and Passion Pictures for Greenpeace and went online in August. Iceland's version has minimal changes and is ostensibly being used to draw attention to the supermarket's decision to ban palm oil from its own-brand products.
While this move sounds laudable, it's of questionable value because Iceland are continuing to sell products made by companies who palm oil campaigners want consumers to boycott such as PepsiCo, and a recent academic study concerning the palm oil issue judged that it's better to source it responsibly than to simply ban it.
Jo Maugham - a QC who is a lively presence on Twitter - has publicly asked Iceland if they intend to sue over this decision. There has been so much attendant publicity that Iceland may feel obliged to go through the motions but it would be an act of folly as they have everything they want from this morning's news.
It's a stretch to even call it a ban and it would be surprising if Iceland had any expectation that Clearcast would give them permission to broadcast it. But news of the 'ban' has prompted a huge reaction and the film itself is going viral on the same day that John Lewis are likely to release their Christmas ad. A lucky coincidence, no?
On top of that, Iceland are spared the expense of buying media for the film, and must be enjoying the tweets from middle-class eco-warriors promising to shop at their stores in solidarity with their victimhood.
That's going to be hilarious, by the way. Just wait until some well-meaning dad drags little Coriander and Sebastian past the turnstile and into the abyss of his local Iceland store. He'll be scrambling to cover his youngsters' precious eyes as they face a wall of fizzy drinks and snacks available at diabetes-inducing discounts, and then scurrying back to Waitrose faster than he can say: "is this broccoli organic?"