The airline later released a shorter edit of the campaign video and said it was"regrettable" that their message had been misunderstood.
It said:"SAS is a Scandinavian airline that brings travellers to, from and within Scandinavia, and we stand behind the message in the film that travel enriches us. "We are proud of our Scandinavian heritage...When we travel, we influence our surroundings and we are influenced by others."It is regrettable that the film is misunderstood, that some choose to interpret the message and use it for their own purpose."
Speaking about the response to the film, the airline added:"The pattern in the comment sections and the volume of reactions in SAS' social media channels suggest that the campaign was subject to an attack. "We cannot accept being a platform for values that we do not share. Consequently, we decided to unpublish the film in our own channels and we have now evaluated the situation."
What? So what's British? Fish and chips, NO. Potatoes, NO. Roast beef, NO. The Royal Family, NEIN!