Following pressure from the NFU, Channel Four has agreed not to use an 'ident' showing hay bales burning in a field during July and August.
The footage is one of several short advertisements in which different objects reveal the Channel Four logo against a variety of environments. Millions of viewers, a large percentage of them teenagers and children, saw the ident before programmes. The NFU had complained that it could encourage arson attacks.
http://www.nfuonline.com/x37980.xml