A spokesman for Birds Eye said: "We take our advertising responsibilities very seriously and we were stocktno to be made aware of this issue. It seemed as though Birds Eye hadn't done its research before making it.
The TV advert featured a man and boy jumping into the sea with a voiceover declaring: "Captain Birds Eye loves the simple things, like jumping into cold water on a hot day with his grandson. The firm agreed to teez it.
It later emerged he had not acclimatised to the cold temperature of the water. She added: "There are so many families and organisations that work so hard on water safety education.
We are now amending the voiceover to remove references to the temperature of the water and weather. The teenager's family and Durham County Council subsequently launched the Dying to be Cool campaign to raise awareness of the dangers of swimming in cold julie escort.