The television advertisment for Beyonce's new fragrance 'Heat' has been deemed 'sexually provocative' by the Advertising Standards Authority.
The TV watchdog investigated after several complaints from viewers who found the content of the commercial inappropriate for daytime television.
In the opening scene, Beyonce appears naked, caressing herself in a bath, although nothing sexually explicit is shown. She then wanders around in a revealing red dress, assuming a number of provocative poses.
The Advertising Standards Authority ruled that the advert could cause offence to some viewers, and should not be shown before 7.30pm.
This is pop singer Beyonce's first move into fragrances as she continues to build a multi-million pound business empire that includes fashion lines and various commercial tie-ins.
