M&S has apologised after being accused of posting an Instagram photo of Christmas party hats in the colours of the Palestinian flag on fire.
The image, an out-take from one of the company's TV adverts, showed red, green and silver hats burning in a fireplace.
M&S said the intent was to "playfully show that some people don't enjoy wearing paper Christmas hats".
The company removed the photo and said the advert was filmed in August, before the latest Israel-Gaza conflict began.
It said the hats were "traditional, festive coloured red, green and silver Christmas paper hats".
"We have removed the post following feedback and we apologise for any unintentional hurt caused," M&S added in a statement posted to X, formerly known as Twitter, on Wednesday night.
The photo was an out-take from the company's Christmas clothing and home advert, which is based on the premise that people should do away with Christmas traditions they no longer love.
The picture drew criticism from several social media users who claimed there was a similarity between the colours of the hats and the Palestinian flag, with one user describing the photo as "distasteful".
The company has also been defended by other social media users who said the hats are in traditional Christmas colours.
Queer Eye presenter Tan France, who appears in the advert, said on Instagram: "The ad was shot in August, so maybe you're reaching with your ridiculous comments."
The Advertising Standards Authority, which regulates advertising in the UK, says it has received 40 complaints about the Instagram post.
The regulator says it is reviewing the complaints to determine whether further action is needed, but is not currently investigating the advert.
Releasing the "Love Thismas not Thatmas" advert earlier this week, M&S said it was intended to "celebrate and empower our customers to just do the things they love".
The advert also features actors Zawe Ashton and Hannah Waddingham, and singer Sophie Ellis-Bextor.
More than 1,400 people were killed in attacks by Hamas on Israel on 7 October, while at least 239 people were taken hostage.
The Hamas-run health ministry in Gaza says more than 9,000 people have been killed since Israel launched air strikes as part of a military response to the attacks.
