Beyoncé's new perfume ad, featuring the scantily clad songstress writhing around in a red silk dress, was deemed too hot in Britain. Parents expressed outrage that their children were being exposed to too much of Beyoncé's body during the middle of the day.
The "raunchy" ad promoting her new fragrance, appropriately named Heat, can't be aired until 7:30pm due to complaints.
Coty, the company behind the perfume, says the ad reflects the singer's personal "sexy chic" style and denies that it is overtly graphic.
The Advertising Standards Authority labeled the minute-long commercial "sexually provocative" and "unsuitable" for young children. It had already been stamped with a restriction that it not be shown during or immediately before or following kid's programming.
The ASA claims "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."
You be the judge. Here's the ad: