A Heinz baked beans advert has been controversially banned on health and safety grounds.
The advert features men, women and children tapping cans of beans to create rhythms, and featured the slogan “learn the #CanSong”.
However, the ad has been pulled over concerns that people could hurt themselves if they attempted to copy it.
Nine people complained at the clip, saying that it encouraged “unsafe practice”.
The Advertising Standards Agency has now ordered Heinz not to broadcast the advert again.
They said: “For the reasons given and because the ad did not include information on how to ensure consumer safety when recreating the song, we concluded that the ad condoned and encouraged behaviour that prejudiced health or safety.
“We told Heinz to ensure that future ads did not condone or encourage behaviour that prejudiced health and safety, including behaviour that could be dangerous for children to emulate, for example by featuring open tin cans being used to play music.”
Heinz has since issued a statement, saying: “We believe this popular ad did not pose any safety risk and many fans were inspired to create their own video versions.
“Of course safety is our number one priority and our online tutorials also included taping the can end as an extra precaution.
“Although we acknowledge the ASA decision, the TV campaign is over and we have no plans to run it again.”
Twitter users were in disbelief after seeing the news announced. See some of the reactions below:
— Rebecca Hughes (@beckyhughesy) November 23, 2016
You could say that in Heinz sight they are gonna regret making that advert ? https://t.co/qJcDbf5Aa1
— Raine Brookes (@RaineBrookes) November 23, 2016
This is just plain madness!?!?.BBC News – Heinz beans advert banned by advertising watchdog https://t.co/vqlUFsERCA
— Simon Gibson (@simon1gibson) November 23, 2016
Really – this is so stupid!!! What would a consumer learn to do with a #Heinz tin. I thought the advert was actually quite cool
— Michele (@wispalo) November 23, 2016
So nine people complain about an advert and it gets banned, pathetic. #Heinz
— Veronica (@Veronicam1967) November 23, 2016
#Heinz will be celebrating the success of the advert banned by ASA
If the advert had run few would have talked about it
Now millions are ?
— olwiggy (@olwiggy) November 23, 2016
Have we really stopped broadcasting an advert about tapping a tin can because of 'Safety Concerns' ? My Ghast is again Flabbered. #Heinz
— Miggins Motorsport (@mw84237) November 23, 2016