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.

Several other major advertisers have also been leery of "Survivor: Cook Islands," the Cincinnati Enquirer reports.

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.