The advert from Birds Eye, which aired on national television, featured footage of a man and a boy jumping into water, with the voiceover: "Captain Birds Eye loves the simple things, like jumping into cold water on a hot day with his grandson."
A group in Durham called Dying to be Cool, part of the Safe Durham Partnership, was set up after a 14-year old boy died from cold water shock, said it was concerned at the advert.
Water shock
A letter written by Jane Robinson, chair of Durham City Safety Group, and Kevin Lough, chair of Durham Open Water Safety Group, said: "Jumping into water can result in cold water shock, which is a major factor in drownings.
“Most waters in the UK are of a temperature which would induce cold water shock all year round.
"Durham City Safety Group and Durham Open Water Safety Group therefore ask that you do not continue to suggest jumping into cold water on a hot day is safe. This behaviour is not a 'simple thing', it leads to many fatalities and we ask that you reconsider this messaging."
Advertising responsibilities
Birds Eye took the ad off-air and said it took its advertising responsibilities very seriously.
“We were grateful to be made aware of this issue. Since then, we have taken the current advert off air and are now amending the voiceover to remove references to the temperature of the water and weather,” said a spokesman.
“We take all appropriate steps to ensure that our advertising is suitable to air in the UK and observe safety guidelines during the production of all our advertising. Unfortunately our research and testing did not raise this specific issue. As a family brand, we decided to take swift action and we wish campaigners every success in highlighting this important issue.”