Broadband and digital TV provider Virgin Media has pulled an advert for its TiVo services featuring former Doctor Who star David Tennant following complaints from BBC Worldwide.
The BBC stated that the multi-million pound ad made references to Doctor Who as it depicted Tennant searching for old episodes of Doctor Who using the service and quoted him as saying that it is good for watching sci-fi.
The Beeb suggested that the links could be construed as a commercial endorsement of the service, which would break its guidelines.
The advert also showed Virgin founder Sir Richard Branson using a time machine in the background in a further nod to the Time Lord.
In a joint statement, the two companies said: "Virgin Media has listened to concerns raised by BBC Worldwide about perceived commercial endorsement by a BBC brand relating to the recent Virgin Media advertisement that featured David Tennant and Richard Branson.
"As a gesture of goodwill Virgin Media has agreed to withdraw transmission of the advertisement and BBC Worldwide is now satisfied that the issue has been addressed."