Achingly middle class retailer John Lewis has once again pulled off a touching, if slightly hokey, Christmas ad. An uncommunicative teenager gives his Dad a vinyl copy of Alison Limerick’s house classic Where Love Lives and bonding ensues.

But behind the festive mush, there are allegations that John Lewis is failing to address concerns over its SodaStream products.

SodaStream

Following a legal letter to four major retailers, regarding their supply of SodaStream products, John Lewis has responded. But its response fails to address concerns over SodaStream’s exploitation of Palestinian workers and displacement of Bedouin communities.

Previously, in July 2025, the International Centre of Justice for Palestinians (ICJP) filed a formal complaint to the UK Advertising Standards Authority over SodaStream’s misleading advertising.

The Israeli company was based in the illegal settlement of Ma’ale Adumim in the occupied West Bank until 2015. It subsequently relocated into the Naqab (Negev) region following international criticism.

Reports show its current facility benefits from the displacement of Bedouin communities whose homes were demolished for industrial expansion, including SodaStream’s plant.

ICJP writes to retailers

Following this submission, ICJP contacted major retailers on 29 October: John Lewis, Rymans, Currys, and Argos. It warned of serious legal and regulatory risks tied to their continued sale of SodaStream products.

These products were not just previously linked to illegal Israeli settlements in the occupied Palestinian territory. Now they also benefit from the displacement of Bedouin communities in the Naqab region, and the exploitation of Palestinian workers.

This plausibly places the retailers in breach of obligations under domestic and international law.

ICJP formally urged these retailers to suspend sales of SodaStream products, citing serious concerns over the company’s practices.

Evidence submitted to the Advertising Standards Authority shows that SodaStream’s promotional messaging misrepresents the reality of its operations. Contrary to the company’s claims, Palestinian workers have been segregated from Israeli colleagues and subjected to discriminatory treatment, exploitative labour conditions, and denial of religious accommodations.

The advertising further obscures the fact that Palestinians work for SodaStream out of economic necessity under Israel’s continuing occupation. It misleadingly portrays their presence as a reflection of SodaStream’s workplace culture.

ICJP warned that such practices expose retailers to reputational, consumer, and regulatory risks, and requested a response outlining due diligence measures, supply chain audits, and steps to review SodaStream’s compliance with human rights standards.

John Lewis’ response

John Lewis are the only one of the four retailers to respond to the letter so far. Its reply, however, is wholly unacceptable. It fails to meet the standards of accountability expected of a leading UK retailer.

The response leans heavily on compliance rhetoric and internal codes of conducts, but crucially sidesteps the central ethical concerns raised.

Simply citing adherence to frameworks such as the UN Guiding Principles on Human Rights, without demonstrating any concrete action, is dismissive and inadequate.

This approach fails to reassure consumers that John Lewis is taking allegations of harm to Palestinians and complicity in illegal occupation seriously.

The vague commitment to “keep this under review” (ICJP’s letter) is insufficient and passive in the face of credible concerns. By refusing to acknowledge the seriousness of the allegations, and failing to provide a plan of action, John Lewis undermines its own reputation for transparency.

This response does not reflect the ethical leadership or responsible product sourcing practices that the public expects. So it leaves the company exposed to reputational and regulatory consequences.

By continuing to stock SodaStream products, John Lewis and other retailers are putting profit over human rights concerns. They are enabling and profiting from economic activity linked to displacement of Bedouin communities and exploitation of Palestinian workers.

ICJP’s Head of Legal, Mutahir Ahmed, said:

Around this time of year, John Lewis would rather focus on Christmas whitewashing of their brand. Their Christmas advert this year is ‘Where Love Lives’. The answer is certainly not in the Naqab region, where Bedouin communities are being displaced, and Palestinian workers are exploited to make the products that John Lewis sells on its shelves.

Featured image via YouTube screenshot / John Lewis

By The Canary

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