The Advertising Standards Authority ruled this week that the TV ad for the Beyoncé’s fragrance, Beyoncé Heat, can only be broadcast after 7:30 pm, following 14 complaints by customers that its content was offensive.
An ASA spokesman said ‘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.’
Coty, the company behind the perfume accepted the ruling but said 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.
Is it any worse than Charlize Theron in the ad for Dior? Watch the video here.
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