Giant H&M Shopping Bag Removed Skip to content

Giant H&M Shopping Bag Removed

Earlier this week, a giant shopping bag in central Reykjavík advertising the grand opening of the first H&M store in Iceland, sparked controversy. It has now been removed, RÚV reports.

The bag, placed in Lækjartorg square in central Reykjavík, contained the English phrases “Grand Opening” and “See you in Smáralind”, violating a law that prohibits advertisements targeting Icelandic consumers from being in any other language than Icelandic.

The controversy also stemmed from the fact that such a huge advertisement, on a square as important as Lækjartorg, was allowed there in the first place.

According to Bjarni Brynjólfsson, Reykjavík’s public relations officer, the approval for the advertisement was based on a misunderstanding between two offices of the city’s Environmental- and Planning Commission. The city made contact with H&M, explaining the matter to them, finally having the advertisement removed.

H&M opens in two locations in Iceland this year, which has been greatly anticipated, due to being Iceland’s most popular clothing store for a number of years, even though it has never had a single store open in the country before.

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