Procter & Gamble, the Ohio consumer products giant, has decided to stay away from the upcoming "Survivor" series in which the show's tribes were initially divided by race.
P&G commercials have run with all previous "Survivor" shows, but the company has a history of trying to avoid controversy.
"Survivor: Cook Islands" will premiere September 14 with four teams competing in the Cook Islands in the South Pacific. The teams include groups of Asians, blacks, Hispanics and whites.
P&G's decision is for at least the first three episodes. P&G's fabric freshener, Febreze, was the second-largest advertiser in the first half of the most recent "Survivor" series, Advertising Age said.