An industry regulator, the Advertising Standards Board, ruled it breached a section of its code which requires commercials to not discriminate or vilify on various grounds, including race.

The golliwog is part of Beechworth Sweet Co’s logo and appeared in animated form at the end of the television advertisement.

The board acted after receiving a complaint.

“I found this commercial to be offensive due to the depiction of a golliwog,” the critic stated.

“It shocked me deeply, this is a racist symbol.

“In 2016 the image of a golliwog on television is completely inexcusable.

“I truly believe casual racism like this is so damaging to the community and this commercial should never be aired again.”

The Beechworth Sweet Co has used the logo since it opened in 1992 and told the board its use was based on nostalgia for toy golliwogs.

“We believe we represent gollies as part of happy childhood memories in a tasteful respectful way,” a representative told the board. 

“We do stock gollies in the shop.

“Every sale I have made of a golly has been because it provokes positive memories of their childhood love for their golly and the wish to pass that love to a child, or they collect them as part of their own happy childhood memories.”

A minority of the board noted the nostalgia surrounding golliwogs and that in the context of a logo promoting old-fashioned lollies it was “not of itself discriminating or vilifying”.

But most thought “that although many white people may have fond childhood memories of the doll this should not override a black person’s feelings regarding the racist element behind the doll’s appearance”.

The board stated a golliwog is “now recognised as a symbol of racial insensitivity due to its origins as a minstrel-like caricature as minstrels were usually white men using black face to depict racist black stereotypes”. 

“Community standards have evolved significantly over the past 50 years and most members of the community would be aware of the racist symbolism of golly dolls,” it found.

“The board noted that earlier this year golly dolls were withdrawn from sale at the Canberra Hospital due to community concern and considered that there is a level of community concern about the continued use of these dolls.”

Upon the finding, Beechworth Sweet Co suspended its television advertising pending a possible review.

“It has never been our intention to be racist,” the firm told the board.

“The intent of this advertisement has always been to share our love of sweets.”

The lolly shop's owner Sally McGregor did not respond to The Border Mail on Friday.

The logo appears on the front of the company's shop and also on packaging for lollies.