A TV trailer advertising the film Saw 3D has been banned after a 10-year-old complained that it was "distressing" and "inappropriately scheduled".
It began with a screaming man reaching towards the screen with a bloodied hand and featured images of saw blades.
The unnamed child saw the advert at 2029 in a break during The Gadget Show on Channel Five.
The Advertising Standards Authority (ASA) said it was "likely to cause distress to young children".
Advertising services organisation Clearcast had originally cleared the advert to be shown after 1930. It said that anyone watching TV later than that would know that it was for a film trailer and clearly based in fantasy.
But the ASA upheld the child's complaint.
