Beyonce's 'sexually provocative' perfume advert banned - video

Raunchy promo clip deemed 'unsuitable' for children

Beyonce's TV advert promoting her new fragrance Heat has been banned from being aired in the UK before 7.30pm (GMT).

The decision about the clip, which you can watch by scrolling down and clicking below, was made by the Advertising Standards Authority (ASA), who deemed it too "sexually provocative" to be shown before this time.

The ASA described the advert, which features a scantily-clad Beyonce smothering herself in the fragrance, as "unsuitable to be seen by young children". Chiefs at the organisation said that they received a number of complaints from members of the public after it was aired during the middle of the day, reports The Guardian.

"Beyonce's body movements and the camera's prolonged focus on shots of her dress slipping away to partially expose her breasts created a sexually provocative ad that was unsuitable to be seen by young children," read an ASA statement. "We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery."

Perfume company Coty UK, which makes Heat in collaboration with Beyonce, defended the advert, saying it was "intended to reflect the singer Beyonce's personal 'sexy chic' style".

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