A controversial pro-euthanasia television ad, which was to air on Sunday night, has been banned.

The ad's creator, lobby group Exit International, says the ban is a violation of free speech and they will try with a different version within days.

The ad shows an ill-looking actor sitting on a bed in his pyjamas.

He reflects on the choices he has made throughout his life, then says he did not choose to be terminally ill.

"I didn't choose to starve to death because eating is like swallowing razor blades," he says in the ad, which can be seen online.