Beyonce advert banned for being 'sexually provocative'
Beyonce's new perfume advert has been banned from being shown during the day for being too "sexually provocative".
The Advertising Standards Agency (ASA) says it received 14 complaints that the advert was offensive and unsuitable for broadcast when children might be watching.
The ad is for Beyonce's first perfume, Heat.
It now can no longer be shown in its current form before 7.30pm.
Beyonce can be seen lying seemingly naked and dancing provocatively in a revealing dress.
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 perfume company behind the ad, Coty, defended it saying it was not overtly graphic or explicitly sexual, adding that Beyonce was not naked at any point.
Coty added, it was aimed at a young adult audience and was consistent with, if not less graphic, than many music videos.