The card was deemed offensive for featuring a cartoon of Dr Seuss’s Grinch character alongside the caption: “This Christmas, I’m identifying as a Grinch.”
The phrase “identifying as” in this context has been described by trans campaigners as an anti-trans dog whistle for suggesting that a person can choose their gender to be anything.
https://www.telegraph.co.uk/news/2025/12/17/transphobic-christmas-card-pulled-from-sainsburys/ and https://archive.is/J2fLR