Birds Eye has withdrawn its latest fish fingers promotion amidst concern that the depiction of people jumping into the sea incorrectly implied that jumping into cold water on a hot day was safe.
The TV commercial depicted a man and boy jumping off a boat into a sun-lashed sea while a narrator intoned: “Captain Birds Eye loves the simple things, like jumping into cold water on a hot day with his grandson.”
That sparked complaints from the Dying to be Cool campaign, established to improve water safety following the 2015 death of 14-year-old Cameron Gosling in the River Wear who drowned following the shock of landing in cold water.
Goslings mother, Fiona, said: “There are so many families and organisations that work so hard on water safety education. It seemed as though Birds Eye hadn't done its research before making it."
Responding to the criticism a Birds Eye spokesman said: "We take our advertising responsibilities very seriously and we were grateful to be made aware of this issue. We have taken the current advert off air. We are now amending the voiceover to remove references to the temperature of the water and weather.
"As a family brand, we decided to take swift action and wish campaigners every success in highlighting this important issue."