Birds Eye fish finger ad withdrawn over water safety fears

The Birdseye Ship

Frozen food giant Birds Eye has pulled a fish finger advert over concerns raised by County Durham safety campaigners.

The TV advert featured a man and boy jumping into the sea with a voiceover declaring: "Captain Birds Eye loves the simple things, like jumping into cold water on a hot day with his grandson."

A campaign group set up after the death of a 14-year-old boy from cold water shock called the advert inappropriate.

The firm agreed to amend it.