An advert showing celebrity chef Ainsley Harriot kissing an oven could have led to children being hurt, the Advertising Standards Authority says.
Ainsley loves his cooking
The Fairy Power Spray TV advert showed the Ready Steady Cook host resting his face on the hob and kissing it.
The ASA ruled it breached rules by giving the impression hobs and ovens were safe to touch.
But it welcomed a move by manufacturer Procter & Gamble not to air the ad around programmes targeted at children.
Both Procter & Gamble and the Broadcast Advertising Clearance Centre (BACC), which checks commercials before they can be aired, said they thought only the very young might consider emulating Harriot.
And the height of the cooker should prevent them from harming themselves, they added.
But the manufacturer asked the BACC to impose scheduling restrictions on the advert to further reduce the risk.
The ASA welcomed the move but said: "We considered that, even if unlikely to be directly emulated, the actions featured in the advertisement gave the impression that ovens and hobs were perfectly safe to touch.
"We were concerned that children could be harmed as a result."
The ruling followed two complaints about the advert by members of the public.