Charlie's was founded in 1999 by Marc Ellis, Stefan Lepionka and Simon Neal.
The commercial showed cartoon children allowing fireworks to explode between their teeth and shooting rockets at each other.
The Acting Fire Service National Commander Paul McGill said :"It's really disappointing that an advertiser will use this occasion to produce a commercial that glorifies behaviour that was unacceptable 20 years ago and is unacceptable today."
Marc Ellis, director of Charlie's, later called for an overhaul of the advertising rules noting that the same panel who banned the commercial had initially certified that the commercial met all advertising standards.
The ban eventually became part of a larger discussion about the difference between content allowed in programming versus advertisement.