A Youtube ad for Spotify featuring a horror film style doll has been banned for being "unjustifiably distressing".
Britain's Advertising Standards Authority said the abrupt ways the doll appeared made it likely to scare children.
Spotify says it regrets any distress caused, and has been told to make sure its future ads are targeted appropriately.
In a statement, Spotify said it acknowledged "the ruling from the ASA and regret any distress the ad may have caused the complainant."
The ad, featuring the song Havana by Camila Cabello, ran on YouTube and had been scheduled to run before content aimed at children aged 10.
Spotify said the ad was intended to be "tongue-in-cheek", but admitted it takes its responsibility as a marketer "very seriously".