Ooh lala. Beyonce’s steamy commercial for her new perfume Heat has been deemed too sexually provocative for daytime viewing in the UK. Britain’s Advertising Standards Authority received complaints about the ad – which shows the 29-year-old touching her breast and thigh in a slinky dress.
The ad was deemed unsuitable for young children and too “sexually suggestive” to be shown before 7:30pm.
The ad, which opens with a shot of Beyoncé lounging naked in a bathtub running her fingers suggestively over her body, seemed to have crossed the line across the pond.
“Several complainants had told us their children had seen the ad broadcast during the middle of the day around family programs,” the British watchdog agency told the paper.
“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 created a sexually provocative ad that was unsuitable to be seen by young children.”
In addition to the bathtub shots, the ad also features the sweat-soaked singer slinking down a hallway in a low-cut satiny red dress, stroking the wall suggestively with her hand before writhing against a mirror.
Her voice can be heard in the background, singing “Fever.”
Makes us curious to see the ad.