LONDON — It looks as if British audiences will only be able to gaze at Beyonce Knowles after dark.

The Advertising Standards Authority, the independent body in the U.K. that aims to maintain standards in advertising, has ruled that the TV ad for the singer’s first fragrance, Beyonce Heat, can only be broadcast after 7:30 pm, following complaints by customers that its content was offensive.


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An ASA spokesman told WWD on Thursday that the ad for the Coty fragrance was considered to be “racy — but not explicit,” and could only be broadcast after the early evening when young children are unlikely to be watching TV.

“Although we noted the ad was sexually suggestive and might therefore be distasteful to some, we considered that, in the context of marketing for perfume, the ad was unlikely to cause serious or widespread offence to most viewers,” the ASA said in its ruling.

The ad shows Beyoncé lying naked in the middle of a room, and later wearing a revealing red satin dress while touching her neck and moving her hand across her chest. In other scenes, she’s shown leaning against a window, moving her hand down her neck, caressing her breast, and dancing seductively.

According to the ASA report, which was issued on Wednesday, there were a total of 14 complaints. The spokesman said the ruling was effective immediately, and that Coty UK Ltd had agreed with the final decision.

According to the ASA’s report, Coty maintained the ad was: “Intended to reflect the singer Beyoncé’s personal ‘sexy chic’ style. They claimed the ad was not overtly graphic or explicitly sexual and at no point was Beyoncé naked. They said the ad was stylized, and in keeping with other ads in the genre.”


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