hook_views_pre_render and hook_node_view
I've solved the puzzle and I'm sharing the solution.

function custom_alter_views_pre_render(&amp;$view) { 
    if ($view-&gt;name == 'hot_offers') {
        //dpm($view);
foreach ($view-&gt;result as $key=&gt;$value) {
    $c = @$value-&gt;field_field_hot_offers_new_date[0]['raw']['value'];
    $d = date("Y-m-d"); //2014-06-26
    if ($c &lt; $d) {
    $value-&gt;field_field_hot_offers_new_image[0]['rendered']['#access'] = FALSE;
    }
  }
 }
}


The tricky part was to set the $d same format as the new_date field, otherwise the if statement logic will not work.