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OTRC: Beyonce ad for 'Heat' fragrance deemed too sexy for daytime UK TV

Beyonce appears in an ad for her new perfume, 'Beyonce Heat', in November 2010. (Coty UK)

Beyonce's new commercial for her perfume "Beyonce Heat", which depicts the singer singing the song "Fever" while running her fingers over her body in a bathtub, has been deemed "too sexually provocative" for daytime British television.

In the clip, the singer is seen sweating and slinking down a hallway in a low-cut dress, stroking the wall suggestively before writhing against a mirror. Following several complaints, British network channels will not air the ad before 7:30 p.m.

"Although we considered that the ad was unlikely to be harmful to adults or older children, we considered that Beyonce'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," the UK-based Advertising Standards Authority said in a statement on its website.

"We considered that the ad should not have been shown before 19.30 due to the sexually provocative nature of the imagery," the watchdog group said.

The perfume's manufacturer, Coty UK, say the commercial is in tune with Beyonce's "sexy chic" imagery and is not indecent.

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