'Unsuitable': not so sexy please, we're British

2010-11-20 00:00

THE UK’s Advertising Standards Authority (ASA) has banned a steamy Beyoncé advert from daytime television.

The provocative advert, which promotes Beyoncé’s fragrance Heat, garnered over a dozen complaints after it was first aired on Thursday this week.

While the ASA said the advert is “unlikely to cause serious or widespread offence to most viewers,” it conceded that the sexual content was unsuitable for children.

“We considered that Beyoncé’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 watchdog said. As a result, the advert may now only be aired after 7.30 pm in the UK.

While parents have breathed a sigh of relief, perfume company Coty expressed dissatisfaction at the decision.

In a statement, the company said the one-minute advert “intended to reflect the singer Beyoncé’s personal ‘sexy chic’ style,” and “was aimed at a vast selection of music programmes to target a young adult audience.

It would therefore be consistent with the expectations of viewers of those sorts of programmes”.

Coty maintained the advert is not overtly sexual and said Beyoncé remains clothed through the process. The ad has been aired, unrestricted, in the U.S. since early this year.

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