Most of the UK's mackerel fishing is based in Scotland, and the industry there has responded to Waitrose's move with dismay.
It therefore ruled the ad must not appear again in its current form.
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How much for a good night’s sleep? $250?
But she told the BBC his departure was not "completely shocking" given the brand's recent struggle to remain relevant in a crowded console market and its decision to "move away from platform exclusives" with titles such as Halo.