PHILLIP Schofield's smiling picture had been replaced on We Buy Any Car's social media pages.
A shot of the This Morning star - who has fronted the brand since 2019 - has been switched to an image of a happy family.
The large picture at the top of its Facebook and Twitter pages once showed Phillip laughing with a lady outside a We Buy Any Car office.
However, it was swapped yesterday to show a mum and dad with children alongside the firm's logo.
Pictures of Phillip, 60, do still appear lower down in the feed.
The telly veteran and his This Morning co-host Holly Willoughby have faced a backlash after they were accused of jumping the queue to see the queen's coffin.
Mocked-up ads for 'We Jump Any Queue' circulated in the wake of the row.
The Sun today contacted reps for We Buy Any Car, who did not respond.
The well-known firm's public image has been heavily built around This Morning star Phillip in recent years.
One page on its website reads: "At webuyanycar, we live by one simple rule: be more like Phillip Schofield.
"The man, the myth, the legend – Phil is the most loved man in the UK, if not the world …unofficially…and that’s when we realised. The Schofinator genuinely is our spirit animal."
This Morning and its hosts have insisted they did nothing wrong since being spotted at Westminster Hall last Friday.
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In a pre-recorded film shown on Tuesday's show, Holly said: "Like hundreds of accredited broadcasters and journalists we were given official permission to access the hall.
"It was strictly for the purpose of reporting on the event for millions of people in the UK who have not been able to visit Westminster Hall in person.
"The rules were that we would be quickly escorted around the edges to a platform at the back.
"In contrast, those paying respect walked along a carpeted area beside the coffin and were given time to pause.
"None of the broadcasters and journalists there took anyone's place in the queue and no one filed past the Queen. We of course respected those rules.
"However, we realise that it may have looked like something else, and therefore totally understand the reaction. Please know that we would never jump a queue."