New Beyoncé Ad Too Hot For TV? You Decide

by Britni Danielle

Apparently Bey was giving the Brits some serious fever. So much so that a new TV advertisement for her perfume, Heat, was yanked from daytime airwaves.

After a flood of complaints, the ad showing Beyoncé wearing a short red dress and dancing seductively for the camera, was deemed “sexually provocative” and “unsuitable to be seen by young children” by the Advertising Standards Authority (ASA).

Coty UK, the perfume company responsible for the ad campaign, shot back at the commercial’s critics, saying its company “intended to reflect the singer Beyoncé’s personal ‘sexy chic’ style.” They went on to argue that the commercial wasn’t “overtly graphic or explicitly sexual and at no point was Beyoncé naked.”

Despite Coty UK’s objections, the Advertising Standards Authority of the UK was firm in their feelings on the perfume commercial.

“Beyoncé’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,” said the ASA. “We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery.”

No matter your opinion on the commercial’s content, one thing is sure, the controversy surrounding the TV commercial is sure to give Bey and her perfume even more publicity.

Do you think the Beyoncé’s ad is too hot for TV? Watch it and tell us what you think!

  • Zoe

    I don’t think commercial is too provocative at all. Its no more overt than any of the other fragrance ads I’ve seen over the years (i.e. Britney Spears). This commercial is no different from any of Beyonce’s more sensual videos-which I’m sure children look at anyway, and have their parents buying tix to her shows.

  • KeeKeeAlNatural

    In my opinion, it was over the top. Her close simi falling off of her & it was borderline soft porn. I understand why parents were a little outrages. Many countries are not as open to exposing their children to sexual images like we are here in the United States.

    I agree that the ad should be shown after 7:30pm. As a mother of 4 small children, I wouldn’t want my kids viewing this ad.

  • Stacy Australia

    Perhaps they are unfamiliar with Beyonce (speaking sarcastically ) because that’s her normal routine.

  • Elayne Marchbanks

    It is a little provocative. It’s beautifully done from an artistic/creative/advertising standpoint, but I wouldn’t want my 13 year old daughter trying to ‘emulate’.

  • Cece

    It was a little much with her boobs almost poppin out, however, I do not think that the ad would have been pulled if the woman in it was white. Western society sees Black women as innately sexual & provocative so any overt expression of that is seen as too risque. In my opinion this played into the pulling of the ad.

  • dasia

    It was a little provocative but then again I’m sure we have seen worse.

  • Sasha

    I think the ad is fine.

  • Steff

    Im from the UK and this advert was shown months ago. The first time i saw it i thought it was way to sexy, it was on about 3pm and just thought it was a bit too much for day time tv. I’m a big beyonce fan but i agree with the ASA and think it should only be shown after a certain time

  • Terri

    Sorry but I was a little over in certain parts but nothing our white counterparts haven’t done. If they have ads with women naked except for their legs covering them and their arms etc then Bey can have her moment too. But of course because she’s black it’s to risque.

  • Deetris

    If that were Kate Moss, Charlize Theron or any other ‘it’ white girl, this wouldn’t have been an issue. Black women and our sexuality is an obvious threat to consumers.

    And in some commercials shown in European countries, I thought it was not a big deal to push buttons sexually or flash some boobs. Why is this an issue?

  • chillchic

    Beyonce looks good but I will agree that it was a bit much for a commercial. Come to think of it a lot of these fragrance commercials are too sexy IMO but they haven’t been banned…

  • Bella_LDN

    Erm there’s nothing wrong with the ad… I have seen worse ads on tv and they pick on this one WOW…. I think people hate Beyonce no matter what she does and I like the fact that she does not seem to care

  • indy

    its fine, but they are going to trim it down to a 30sec spot as they do most parfum ads

  • BFS

    There was nothing wrong with this ad and I agree the crying/whining is only because a Black woman did it, period.

  • Nelly

    lol….okey i understand why they wouldnt air that on tv before 7 30 pm.uh yeah its very provocative but theres also that calvin klien commercial… that too

  • Nelly

    oops i mean that gucci guilty commercial…that girl was (white) and it looked more sexual than what beyonce was doing.

  • binks

    Was she targeting men or women in this commerical because as a woman the commerical didn’t effect me nor made me want to buy anything…lol. I think it was a bit over the type, the clip where her clothes nearly falling down or where he boobs was about to pop out wasn’t needed but everything else is fine

  • Arbonne Skincare

    YES!! That left breast is almost exposed to the nipple. Ms. Beyonce needs to grow up and realize sexy and sex appeal do not require you to be naked or in tight clothing. Time to mature to a more respectable image…so over her being naked.

  • Brasilia

    In total agreement with you.

  • rebekah

    “Black women and our sexuality is an obvious threat to consumers”
    Yes @Deetris hit it on the nail I remember when I first seen the commercial I thought “wow this is umm something”. Even though I’m still not use to a lot of the social norms since my parents are truly old school (57 and 77 years old) I was technically born in another decade. The most provocative commercials I see I’m still shocked at how open they are whether it be black or white played in the at noon or at midnight. I can decipher what’s inappropriate despite the social norm for anything suggestive. At the end of the day Beyonce’s commercial was not over the top if they would like to cater to young children and shield their eyes. That would result in a lot more commercials and T.V shows being banned theres TOO much exposure on television for one perfume add to be called out on (which happen to be a very curvy and sexy black women which the last time I check IS NOT a complete social norm). We’re so use to seeing thin and sickly young white women to see something out of that category must be inappropriate. Its like come on give me a break.

  • BFS

    THANK YOU Rebekah.

  • serenissima

    i completely agree! my first thought was, ‘this is soft porn like the stuff they show on cinemax.’

  • fraulein17

    omg binks MOST advertisements aimed at woman look like they’re made for men. i’ve always wondered why they do this. stuff you’d see in maxim and XXL magazine is all up in women’s health and other women’s magazines with women in the pictures bending over seductively,naked,legs spread, poops popping out and i’m like “wtf? why dont they have men being sexy like that in magazines why do you have sexualized women in a women’s magazine?” that mess would NOT fly in things aimed at men. when have you seen an AXE commercial with men swinging their penis around and in speedos? NEVER so why do it to women’s products/magazines?

  • CurlyChronicles

    It was a little much for my taste, pretty provocative in my opinion but in Europe, sexy ads are fine and taboo ads are fine. I just thought it was like someone stated, too long – it should be cut down.

  • zy

    exactly. had this been a white chick, this ad would never have been pulled. have they seen the ads for Victoria’s Secret w/half the chicks damn near naked in their panties? I guess because they’re not half as curvy as Beyonce, they get a pass. She’s voluptous and they can’t handle it.

  • michaboa

    Thank you. Finally someone with a rational response. Not everything is about racism. I think it’s a great ad, but a little to much for daytime television.

  • SoFrolushes

    she can use sex to sell – just after the watershed hours over here in the uk, even then there are limits. cannot see why anyone would be upset with the advert being censored. Its either she is selling a perfume or she is selling sex

  • what-what

    Thank you also, this not about race. Anyone familiar with the ASA or the adverts they ban ( go to their website) will realise that many UK citizens are very particular about the ads they watch and what they represent. I know many ads that feature white women and women of other nationalities that have been complained about and banned. It may not be about race but about culture, and being conservative.

  • http://http Yar

    It’s OK to air Girls Gone Wild, Sex in the City, The Housewifes of Jersey and all those other sex crazed shows, but this sister wants to sell her fragrance overseas and they have a problem. There is so much open sex in Europe than you can shake a stick at!

    This is about money. They don’t want their children buying this Black sister’s product…plain and simple. They even have cartoons that are more sexually provocative than Beyonce’s commerical. It was nothing to me; no more than a white commercial advertising sex with toothpaste!

  • Amma Kyeiwaa

    It’s not overly provocative, but there are some parts they can edit out. There were two parts shown with parts of her breasts exposed, but other than that I think it’s fine. Nothing a little editing won’t fix. The commercial is classic Beyonce’, though!


    Wow, while i dont think it’s for the kiddies, maybe late night tv would be best suited to this advertising. I especially loved the boobie popping out. Yes, homo.

  • Faith

    Talk about being hypocritical! And you’re right: this is tame compared to some other stuff that is shown on European tv. It is about the money and Beyonce’s race, and we all know that the UK has such a sterling record when it comes to race relations. Let Madonna come out wiht something like this and I’m sure they wouldn’t have a problem with it.

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