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Beyonce's TV advert promoting her new fragrance Heat has been banned from being aired in the UK before 7.30pm (GMT).

The decision about the clip, which you can watch by scrolling down and clicking below, was made by the Advertising Standards Authority (ASA), who deemed it too "sexually provocative" to be shown before this time.

The ASA described the advert, which features a scantily-clad Beyonce smothering herself in the fragrance, as "unsuitable to be seen by young children". "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," read an ASA statement. Perfume company Coty UK, which makes Heat in collaboration with Beyonce, defended the advert, saying it was "intended to reflect the singer Beyonce's personal 'sexy chic' style".

Peep the advert after the break

source: nme