The advert for Beyonce's first fragrance has been banned from being shown on daytime television, the Advertising Standards Agency (ASA) has confirmed. The 60-second advert, for the singer's new perfume 'Heat', was deemed too "sexually provocative" can cannot be shown before 7:30PM.
In a statement the ASA said: "We considered that 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."
The ad's makers Coty defended the clip, saying it was not "overtly graphic or explicitly sexual" and that it was "consistent with, if not less graphic, than many music videos".
Check out the advert below...