The offending advertisement made Health & Safety Executive principal inspector Brian Brunswick see red because,
he claimed, it advocated dangerous working practices. The promotion featured a piling rig with mud trapped in its auger.
Taylor Woodrow had hoped to run the advertisement again in next month's issue of NCE's sister magazine Ground Engineering. But an outraged Brunswick told the company he expected better from a national contractor.
'The picture gives the impression that it is acceptable to operate a rig without an auger cleaning device. Every year people are killed and injured by spoil falling from height,' he said.
Apologetic TWFE estimating manager Mike Tate described Brunswick's actions as fair play.
'It's not actually a picture of our rig. The photograph was taken by the manufacturers in Spain and we painted it in our colours on the computer,' he said. TWFE is now changing the ad to include a more suitable image.
The HSE has invited representatives of the piling industry to attend a meeting on auger safety on 15 April. Contact Brian Brunswick for details on (0171) 5562100.