An advert by SodaStream has been pulled by TV watchdogs for attacking rivals in the soft drinks industry.

Clearcast, the commercial body that pre-approves UK TV advertising and is jointly funded by the UK’s major broadcasters, said the ad, which confronted drinks manufacturers over their impact on the environment, was a “denigration of the bottled drinks market”.

The decision came ahead of the ad’s scheduled premiere during the ‘I’m a Celebrity…’ break yesterday evening, although the ad has already aired in the United States, Sweden and Australia.

“This decision is absurd,” said Fiona Hope, SodaStream UK managing director.

“We have neither named nor disparaged any of our competitors in the industry and cannot see how this makes any sense.

“Through the ad, we are simply displaying an alternative way to living more sustainably and illustrating one of our product’s benefits - the reduction of plastic bottle wastage.”

She said SodaStream would attempt to get the decision reversed.