Beyonce' turns up the heat

The commercial, which begins with an image of the singer lying naked in a room, has been deemed 'too sexually provocative' to be seen by young children and will not be shown on British TV before 7.30pm. The Advertising Standards Authority investigated the advert - which appeared on ITV and Channel 4 as well as music channels - after it receiving 14 viewer complaints.  The 29-year-old American singer, full name Beyonce Knowles, is married to rapper Jay-Z. She is renowned for her skimpy stage costumes and sexually charged performances.

Manufacturers of the perfume claimed the commercial was in tune with her 'sexy chic' imagery and not in any way indecent. It argued that the imagery was less overtly sexual than what is routinely seen in music videos, particularly those featuring US rappers and bikini-clad girls.