Golliwog ad removed from Vic TV screens

A retro Victorian lolly shop with a toy golliwog in its logo has withdrawn its television ad after the advertising watchdog ruled it "humiliates and ridicules".

The advertisement features an animated version of the logo with the golliwog alongside other stuffed toys standing around old-fashioned confectionary.

The golliwog has been part of the Beechworth Sweet Co logo since 1992 and is not racist, according to previous owner Judi Borschman.

"It's done out of pure love for gollis," Ms Borschman told 3AW on Tuesday.