Firefighters were called to Battersea Power Station after a TV stunt caused concerns the historic building was alight.
Flames were projected on to the Grade II*-listed building in south-west London to promote explorer Bear Grylls' new show on the Discovery Channel.
London Fire Brigade said it was called at 19:50 BST and realised it was a false alarm on reaching the site.
The 39-acre site is to be turned into 3,500 homes, offices, shops and a park.
As part of the stunt, the TV presenter abseiled down the building as flames came up from the ground.
A fire service spokesman said: "We attended and as soon as we got there we realised it wasn't an incident for us.
"But we take every call seriously."
A Malaysian consortium is redeveloping the site and restoring the building, and it will take at least 10 years to complete the £8bn project.
The building, known for its four chimneys, has been vacant since being decommissioned in 1983 and is on English Heritage's at risk register.