A TV advertisement featuring a man "vomiting" up a live dog has been pulled after record complaints from viewers.
The gum advert had been moved to the post-9pm watershed
Chewing gum manufacturer Wrigley's decided to withdraw the advertisement, for its X-cite brand of gum, after watchdog Independent Television Commission (ITC) received more than 700 complaints.
"We have taken the decision to replace the advertisement,"
the company said in a statement.
It had previously decided to move the ad back to the post-2100GMT watershed after a number of people complained the clip had made their children scared.
In the ad, a man who has collapsed on a couch is seen to retch and then vomit up a wet, hairy dog .The computer-animated sequence is supposed to mimic morning-after bad breath.
The complaints were the most the ITC had seen in its 13-year history.
It beat the record of 540 complaints previously set by an ad for Levi's jeans which featured a dead hamster in 1998.
"We have been flooded with complaints and the total is rising all the time," an ITC spokeswoman said last week.
She added: "Parents have been complaining that their children are scared by it, and some of the adults have said they were actually sick themselves after watching it."
The ITC said last week it would investigate to see whether the ad had breached guidelines.