Television Industry regulator in Canada has said that an ad promoting Vancouver's Science World was too violent for the television.

The ruling forced the Vancouver's Science World to release their ad online instead of the television. The ad, titled "Positively Painful," showed a man suffering a series of injuries and indignities including stepping on a nail and getting kicked in sensitive parts of the body. The 30 second ad concludes with an off-camera collision with a school bus. It shows a note saying "optimists feel less pain."

Morgan Tierney, a copywriter at Rethink, the agency behind the ad said, "Every year we try to find the most interesting science facts we can come up with. It turns out that people who have a positive outlook on life in general or identify themselves as positive people, actually perceive less pain."

The Television Bureau of Canada, which regulates TV advertising, ordered the organisation to make a series of changes in order to screen it on the television. It wanted the Science World to reduce violence in the ad without reducing its impact. However, Rethink and Science World released the ad on YouTube.