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The pack was sent to 30,000 people and 197 of the recipients complained.

Five has accepted the Advertising Standard's Authority's ruling and promised not to use the mailpack again.

The 'Carbon copy killer' mailer was created by 20:20 London for the debut season of 'CSI:NY'.

Five said the mailing database had been complied from details of people who had opted to receive information about crime-related TV programmes and films.

However, the watchdog expressed concern that many of the complaintants said they had not requested information of that type -- and some recipients were minors.

The pack resembled a file of forensic evidence, containing photos of a mock crime scene, fabric that appeared to be bloodstained, a coroner's report and a psychological profile of a serial killer.

The material appeared to originate from the US forensic department, which features in the TV series. The lead character's name, Mac Taylor, played by Gary Sinise, appears throughout the pack.

What provoked most reaction were words in the psychological profile, which explained that the killer was pursuing people with the same name as the recipient of each mailpack:

"Do you know who i am have you been watching me i hope you've seen me before i have been in your home before why don't you take a seat in front of the tv and wait for me i will be ready for you this could be the start of a new episode between you and me your only hope is csi:ny they will come to your home Saturday 5 february 9pm and so will I... CSI:NY premieres saturday 5th February at 9pm only on five."

Some complainants said they did not realise the pack was a piece of marketing material and the ASA upheld this view.

Five defended itself, saying it did not intend to cause distress. The broadcaster said the pack was full of clues revealing it to be marketing material -- such as the five logo on the envelope and the file -- and it made repeated references the TV programme starting on Saturday 5 February at 9pm.

The company stopped sending out the mailpack after 60 people had contacted the ASA. The regulator said it welcomed Five's decision not to use the strategy again.

The case only involved the direct mail campaign for 'CSI:NY' and not an earlier but similar viral campaign for the programme, which five says went out to 50,000 individuals and attracted no complaints.

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