Cadbury's has suspended its Coronation Street sponsorship adverts after recalling chocolate bars in a salmonella scare.
The chocolate maker, which pulled more than a million bars from shop shelves due to possible contamination, ordered its images be removed from the popular ITV soap from Friday - the day the recall was announced.
Cadbury's is the Coronation Street sponsor in a #10 million-per-year deal which is now in its tenth year.
The suspension is described as short-term, although ITV could not say when it would end.
As reported in The Birmingham Post on Saturday, Cadbury's described its recall as a precautionary measure due to possible "minute traces" of salmonella in some products.
The contamination, which affected seven of its most popular brands, was caused by a leaking pipe at one of the firm's main factories in Herefordshire.
Cadbury's came under fire for not reporting the salmonella traces earlier.