Iceland “shocked” after being slapped with legal warning by FA over World Cup display for Three Lions

ICELAND was slapped with a legal warning and told to remove World Cup displays by the Football Association. The supermarket said it was left “shocked and deeply disappointed” by the FA‘s reaction to its marketing campaign supporting England. Iceland was told to remove displays supporting the Three Lions during the World Cup Credit: Unknown Supermarkets in Washington, Chingford and Stourbridge were redecorated Credit: Unknown Iceland temporarily rebranded three of its stores ahead of the Three Lions’ semi-final clash against Argentina last week. The supermarket renamed its stores in Washington, Chingford and Stourbridge to “England”. Sign up for the Money newsletter Thank you! The stores are all located in the hometowns of Jordan Pickford, Harry Kane and Jude Bellingham. But the supermarket was hit with a cease and desist order from the FA, which said customers could “wrongly believe” the supermarket had a commercial partnership with it. Read more on supermarkets It added that the decorations could risk damaging the Three Lions and England brand. The FA demanded that the supermarket remove the displays and any social media posts promoting the stunt by 4pm on 17 July. Iceland said the displays were never meant to signify a commercial relationship between the supermarket and FA. The supermarket said it took down the signage due to England exiting the tournament. Most read in Money It added that the displays would have stayed up until the World Cup final and beyond had England not been knocked out of the competition. Iceland was approached for comment. Comment now