A global finance company selling vehicle insurance in South Africa withdrew its radio advertisement in which it described bad drivers as "invalids".
The ad read: "You need insurance because you're driving like an invalid."
Virgin Money spokeswoman Jolene Chait said the company instructed the national radio station, 5FM and a regional Eastern Cape broadcaster, East Coast Radio, to cease the flight of their commercial "with immediate effect" on Wednesday.
A complaint from the Quadriplegic Association of South Africa prompted Chait to stop the commercial, which was to be aired until the end of June.
"The phrase and the word in the context of the advert were used to refer to people who are not driving their vehicles according to generally accepted rules of the road.
"They were in no way used to refer to paraplegics," Chait said.
"Our advert was never intended to be malicious. We sincerely apologise for any offence or distress caused by our radio ad," Chait said.
The quadriplegic association's national director, Ari Seirlis, said his organisation appreciated Virgin Money's co-operation and swift action.