The iconic advertising slogan 'Go to work on a egg' has been banned by a broadcasting watchdog because it does not promote a balanced diet.

The egg industry had hoped to revive the ads, which originally featured Tony Hancock, to mark the campaign's 50th anniversary, however, the Broadcast Advertising Clearance Centre, which approves all television ads, pulled the plug.

“Eating eggs every day goes against what is now the generally accepted advice of a varied diet,” the BACC said. “We therefore could not approve the ads for broadcast.”

Nutritionist Fay Weldon, who worked on the original ads, added: “The ruling is absurd. We seem to have been tainted by all the health and safety laws.”