A perfume advertisement featuring Beyoncé has been banned by the advertising watchdog during the daytime TV schedule for being unsuitable for young children.
The ad, for the Beyoncé Heat fragrance, features the pop singer dancing seductively in a revealing dress, while leaving a trail of fire wherever she touches.
However, the ASA ruled that the ad was too "sexually provocative" to be aired before 7.30pm, after receiving 14 complaints from viewers that it was offensive and unsuitable for broadcast when children might be watching.
In response, perfume company Coty tried to argue that the ad was merely meant to reflect Beyoncé's "personal 'sexy chic' style". The firm said that the ad was also aimed at a young adult audience, who would be used to such images in music videos.
Clearcast, which approves adverts before screening, said that it had placed a restriction on the ad being shown during or around shows aimed specifically at young children.
The ASA rejected the complaints that the perfume ad was offensive, as the film did not include any sexually explicit content or images.
However, it noted that the ad should not have been aired during the daytime schedule when young children could have been watching.
"Although we considered that the ad was unlikely to be harmful to adults or older children, we considered that Beyoncé'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," said the watchdog.
"We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery."
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