Bacardi-Martini has said it is "baffled" by the Independent Television Commission's (ITC) decision to ban the screening of its Metz commercials before 7.30pm.
The ITC ruled last week that the "Judderman" commercials for the premium packaged spirit brand could scare young children and should be restricted to later viewing.
The ruling came after 11 viewers complained about the campaign, which features the Judderman, a black-and-white puppet-style figure.
Marketing director Maurice Doyle said: "We are extremely surprised by the ITC."
The ITC said that the ads "did appear to have the ability to cause significant distress to some very young children".
A spokeswoman for the ITC said: "Some complaints were from parents who said their children had been scared by the adverts. The ITC ruled that they could not be shown before 7.30pm."
Bacardi also came under fire last week from its rival Havana Club. The Cuban rum, jointly-owned by Pernod-Ricard and the Cuban state, is seeking to prevent Bacardi selling a brand of the same name in the US and has petitioned the US Supreme Court.
A decision on whether to hear the Havana Club complaint is expected in October.