Cymdeithas yr Iaith Gymraeg has accused Iceland (a company with its roots in Wales) of dragging the Welsh language back to the Ice Age. Dafydd Morgan Lewis, speaking on behalf of Cymdeithas yr Iaith Gymraeg said:"Members of Cymdeithas yr Iaith Gymraeg were in Llangefni this morning (Thursday)as Iceland opened a new shop in the town There was no sign of the Welsh language in the store since ALL signage was in English, even though Llangefni is one of the strongest Welsh speaking areas in Wales. That is why Cymdeithas members put up stickers in the store with the message 'Where's the Welsh/New Welsh language Act. (see attachment)."

"This is another blatant sign that the 1993 Welsh Language Act is a total failure. Also it proves that the Welsh language Board, with its emphasis on 'good will towards the language has been a miserable failure. We would have expected better than this from a company that has its roots in Wales."Dafydd Morgan Lewis went on to say:"This insult on the Welsh language and Welsh speakers shows that there is a clear need for a new Welsh Language Measure that has powers extending to the private sector. Since there are now discussions now afoot about introducing a new Welsh Language Measure it is our intention to draw the attention of our politicians to Iceland's inability to adopt a language policy, and how this proves the need for a comprehensive Welsh Language Measure."