AceShowbiz -

Beyonce Knowles' new ad for her Heat perfume was banned for British television because it is deemed Not Safe for Work. In the "sexually provocative" ad, Beyonce's body is oiled, showing a whole lot of cleavage in her thin clothes. While singing "Fever", she also dances slowly and gives the camera a sharp look.

The U.K. Advertising Standards Authority ruled that the ad should be banned from daytime airing and would only be shown to adult audience above 7.30 P.M. "We considered that 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," the organization said in a statement.

The perfume company, Coty UK, has now responded to the ban, saying the ad was "intended to reflect the singer Beyonce's personal 'sexy chic' style" and is not "overtly graphic or explicitly sexual and at no point was Beyonce naked." They added, "It was aimed at a vast selection of music programs to target a young adult audience. It would therefore be consistent with the expectations of viewers of those sorts of programs."