Beyonce’s ad for her first perfume, Heat, has been banned from daytime TV after it was deemed ‘too sexy’.
The Advertising Standards Authority decided the advert should not be shown before 7.30 pm after it received 14 viewer complaints.
In the advert, the 29-year-old singer is seen lying naked in the middle of a room before donning a skimpy red satin dress and moving towards the camera whilst caressing herself.
The watchdog said: ‘Several complainants had told us their children had seen the ad broadcast in the middle of the day around family programmes.’
However, it also said that the ad, although unsuitable for young children, was in the context of marketing for perfumes ‘unlikely to cause serious or widespread offence to most viewers.’
Coty UK, the perfume’s manufacturers, maintained that the advert simply captured Beyonce’s ‘sexy chic’ image and was in no way indecent. They argued that it was less risqué than most contemporary music videos.
Beyonce’s move in to fashion, perfume and commercial deals has secured her place as one of the highest-earning women in America. Forbes reported she made $56 million last year, making her second place to Oprah Winfrey as the country’s highest-grossing female star.