Boots' spokesperson is claiming: "It's a loaf of bread that has been altered due to the compression of the image", according to my advertising industry magazine. But closer examination would show that its the paperbag from which he has taken the fruit that he is peeling, to the extent that should you look very closely, you can see a printed image on the side of the bag.
Funny that Boots didn't know that and went to all the trouble of cropping the image, or in other words, accepting guilt where no guilt was extant!
The question that strikes me is, did this whole set of circumstances, ending with it being in the trade press and on national TV, start with Andy's observation on this site?