It is well known that normal ordering the Lagrangian eliminates all Feynman diagrams with tadpoles$^{[1]}$. In the case of the photon self-energy in scalar QED, one of the diagrams is, in fact, a tadpole:
If one calculates $\Pi^{\mu\nu}$ neglecting the second (tadpole) diagram, the resulting self-energy is not transverse, $p_\mu \Pi^{\mu\nu}\neq 0$. Therefore, here normal ordering violates the Ward identity.
As the Ward identity is a consequence of current conservation$^{[2]}$ (and not gauge invariance, as it is sometimes said), I'm led to believe that the normal ordered current is not conserved: $$ \partial\cdot j_\mathrm{em}=0\qquad\text{but}\qquad \partial\cdot\ \colon j_\mathrm{em}\colon\neq 0 $$
But, as far as I know, normal ordering the current is equivalent to subtracting a background constant charge density (also known as the Dirac sea), and therefore $$ :j^\mu_\mathrm{em}:=j_\mathrm{em}^\mu-\delta^\mu_0 \rho $$ with (divergent) constant $\rho$. Therefore, if $j_\mathrm{em}$ is conserved, in principle $:j_\mathrm{em}:$ should be as well. Unless there is some kind of anomaly (?).
Thus, my question: why does normal ordering violate the Ward identity?
$[1]$: see, for example, Itzykson & Zuber's Quantum Field Theory, page 271.
$[2]$: ibid., page 407. What's more, here the proof of the Ward identity is carried out with a normal ordered current (in spinor QED)!
<sup>[1]</sup>
rather than$^{[1]}$
for footnotes (or, I would omit the square brackets, but that's a matter of choice) because the footnote marks are not math. I don't think that's significant enough to fix in an edit on its own, but whoever edits this next for another reason could fix it. – David Z Dec 21 '16 at 00:16