"Our standards department reviewed the ad and it was deemed inappropriate for broadcast," says Lou d'Ermilio, spokesman for Fox Sports.
The commercial for Airborne, a natural cold remedy, shows a sauna when someone behind Rooney, wearing a towel, coughs and the star jumps up, screams and heads for the door, dropping his towel, USA Today reported.
"What we're selling here is something I really believe in, which is an awareness of the germs we're all exposed to," Rooney said in a statement. "There's nothing sensual about the brief exposure of my backside, and it's not gratuitous ... It's a fun spot, and the public deserves to see it."
Airborne's attorney had asked the Federal Communications Commission to make Fox air the spot, but the FCC said it only responds to complaints after material is broadcast.