British children's charity Barnardo's has been banned from repeating three controversial adverts.
The campaign, designed to draw attention to child poverty, led to 466 complaints to the Advertising Standards Authority - the highest so far this year.
The ASA, which conducted an investigation, decided Barnardo's had "used shocking images to attract attention."
The first of three newspaper adverts showed a computer-generated photograph of a new born baby with a cockroach crawling out of his mouth.
Wording alongside the image began: "Baby Greg is one minute old. He should have a bright future. Poverty is waiting to rob Greg of hope and spirit and is likely to lead him to a future of squalor."
The other adverts used a similar approach but with either a syringe or a meths bottle in the mouth of a new-born baby girl.
Those who objected to the adverts said they were "offensive, shocking and unduly distressing".
Some people branded the adverts irresponsible" because they could encourage children to copy what they saw.
Barnardo's claimed the adverts "showed the reality of child poverty and its long-term effects" and reflected the work it did, which was often distressing."
A spokesman added: "While the adverts may have shocked some sensibilities, they succeeded in highlighting the very serious issue of child poverty in the UK and challenging the blinkered views of those who claim it does not exist. Barnardo's has always fought for the nation's most disadvantaged children and its commitment to do so will continue undaunted."