The end of the 30 and 60-second "For those who care about showing they care" ads feature a young boy going out in the snow to give his dog a stocking.
The ad has attracted 145 complaints to the ASA, while a Facebook page, 'Stop the John Lewis Christmas Ad' has received over 1,500 "Likes". Many people posted their outrage and concerns that the ad conveys the wrong message about the conditions in which it's acceptable to keep a dog.
Members of the group have also complained to animal charity The Dogs Trust.
From today a 30-second version, by Adam and Eve, will show a re-edited version without the dog, but the full-length ad (shown above) will still feature the scene.
There will be fewer outings for the long version in accordance with the media plan, which started with the 60-second version before moving to the 30-second version from today.
The full ad will be shown until the end of the weekend and then ad-hoc throughout the campaign period until 18 December.
The ASA is currently assessing whether the ad has broken any codes that would cause further action to be taken.