THE power of the Press prevailed once again as Dunfermline's most famous son will no longer feature in a TV advert for cheesy snacks.

A doctored portrait of Andrew Carnegie, once the richest man on earth, featured in the latest ad for Jacob's Mini Cheddars.

The historical figure was given mouse's ears, whiskers and nose in the 'disrespectful' commercial.

His presence will now be pulled from any future promotions for the snack thanks to the Press.

A spokesperson for Jacob's said: "In producing a light hearted television advert featuring a fictitious society, we have inadvertently used a portrait of Andrew Carnegie.

"As a brand that has also come from humble, entrepreneurial beginnings, Jacob’s in no way intended to cause any disrespect to Andrew Carnegie and his memory in making this advert.

"We apologise to anyone to whom this may have caused offence. We are in the process of removing the scene containing the image of Andrew Carnegie from future advertorial.”

Local historian Sheila Pitcairn said: "He deserves better than this. 

"It's disrespectful to oor Andrew and I don't think Dunfermliners want that as he was a great man, no doubt about it."

Carnegie was born in Dunfermline in 1835 and later emigrated to the USA where, after starting work on the railroads, he made his wealth. 

He sold the Carnegie Steel Company, based in Pittsburgh, to JP Morgan for $480 million in 1901. 

A great philanthropist, he gave away 90 per cent of his fortune to charities, foundations and universities and founded the world's first Carnegie library in Dunfermline in 1883. 

Around 3,000 libraries opened with his support. 

Carnegie's money helped build the Peace Palace in the Hague in Holland and Carnegie Hall in New York – the venue in Dunfermline is the second and was named in his honour – and he bought and then gifted Pittencrieff Park to the people of Dunfermline. 

He died in 1919.

Sheila added: "Andrew Carnegie enjoyed a good joke and didn't mind the cartoons about him – they're in the birthplace museum – as they were patriotic, showing him in a wee kilt or with a two-sided flag, Scotland on one side and America on the other. 

"But I don't think this is appropriate. He shouldn't be mocked."