Rolf Harris will no longer be the face of British Paints but brand bosses claim the move has nothing to do with his arrest last month by police investigating allegations of sexual abuse.
The 83-year-old entertainment veteran introduced the paint firm's marketing line, "Trust British Paints, sure can", in 1975.
Two years ago he returned to the brand to work on another promotional campaign, which was designed to remind customers how its 4 Seasons paint continued to protect Australian homes.
But DuluxGroup, which owns British Paints, has confirmed there are no plans to work with Harris again.
"The Rolf Harris format aired in the 1970s and was revived for a campaign about two years ago, which received a positive response from consumers and the community from a nostalgia perspective," spokeswoman Lisa Walters said.
"However, we recognised that this would have limited appeal in the future, given the younger demographic for the British Paints brand.
"British Paints had been working on a new product and accompanying promotional campaign," she said.
This month Britain's Channel 5 confirmed it had dropped two of Harris' TV shows, Olive the Ostrich and Rolf's Animal Clinic, from its schedule.
Harris, who has denied any wrongdoing, is one of 12 people arrested under Operation Yewtree, the British investigation prompted by allegations against child sex predator Jimmy Savile.
Harris was interviewed under caution on November 29, five days after a search warrant was executed at his home, and arrested and questioned again last month.
Police have said there are three categories of people subject to investigation: Savile himself, people close to the presenter and "others".
Police have not named Harris, but in March, they said the 83-year-old Berkshire man arrested and bailed until May was in the last category which "is generally people who were in the public spotlight at around that time".