The Hype

Beyonce's advertisement for her first fragrance, Heat, has been banned from being aired on television before 7.30pm in the UK.

The Advertising Standards Authority (ASA) deemed the clip too "sexually provocative" to be shown during the day.

Watch the clip

In the clip Beyonce is lathered in oil but is completely covered up in a low cut red dress. Throughout the clip Beyonce shimmies around to her own version of the Eddie Cooley and John Davenport song 'Fever'. While she doesn't expose much more than a bit of cleavage she does run her hands over her body and dance in a provocative manner. Too provocative for daytime TV? Tell us what you think below.

The ASA described the advertisement as "unsuitable to be seen by young children". Attention was drawn to the advertisement after the ASA reportedly received fourteen complaints from members of the public after it was aired during the middle of the day.

"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," read an ASA statement. "We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery."

Perfume company Coty UK, which makes Heat in collaboration with Beyonce, defended the advertisement, saying it was "intended to reflect the singer Beyonce's personal 'sexy chic' style".

The advertisement does put to bed those rumours that the 'Single Ladies' singer is pregnant to husband Jay-Z.