Broadcasters have been ordered to drop a television advert for a soft drink by the Advertising Standards Authority.
It was feared that children would mimic the advert
The advertising watchdog took the rare step of acting before a formal decision was reached on whether the advert, for Tango, had breached industry rules.
The Tango commercial shows a young man wrapped in a carpet filled with oranges rolling down a hill and hitting a tree.
The watchdog, which received four complaints, feared children could copy the commercial and harm themselves.
The advert culminates in the man crashing into a tree before being hit by the concrete pipes, which causes the oranges to explode.
The complaints, which were all from members of the public, included ones from the relatives of a boy who was killed in an accident while playing with concrete pipes.
The boy and his family cannot be named, although they are known to come from Derbyshire.
A spokesman for the Advertising Standards Authority (ASA) said: "The ASA is investigating concerns that the advertisement may lead to emulation, by children, resulting in harm.
"Lord Borrie [the chairman] has, after careful consideration, exercised his powers to have it taken off air pending the outcome of the investigation.
"The advertisement will stay off air until this matter has been considered by the ASA Council".
The pre-emptive action comes less than two weeks after the ASA took over control for regulating broadcast advertising, having previously covered non-broadcast material only.
Goat on a Rope
Adrian Troy, brand controller for Britvic Soft Drinks - which makes Tango - said: "We sincerely apologise for any offence that may have been caused by the recent advert for Tango Orange - none was ever intended.
"As a responsible brand, we welcome feedback from our consumers and have taken the decision not to show it again."
Television commercials must get approval from the Broadcasting Advertising Clearance Centre before they can be screened.
The pipe advert was part of a campaign called Goat on a Rope and ran in late October.
Britvic said it had considered repeating it in 2005.
It is not the first time adverts for Tango have caused controversy.
Four years ago a Tango advertisement showing a group of orange-haired men reducing an overweight youth to tears by shouting at him through a megaphone was criticised by the Independent Television Commission.
It ruled that the commercial, which was suspended, could have encouraged bullying.