Beyonce's Heat Commercial [VIDEO] Too Steamy for U.K. Daytime TV

Beyonce in the ad for her fragrance, Heat.

NEW YORK (CBS) Beyonce's Heat may be too hot for daytime TV in the U.K.

An advertisement for the singer's new perfume has reportedly been banned during daytime hours by the country's Advertising Standards Authority.

PICRURES: Star Scents

The ASA released a statement saying they found the ad to be "sexually provocative" and upheld complaints against it.

The spot, which features the singer writhing against a bathroom wall in a red dress to the song "Fever," now can't be shown before 7:30 p.m., according to The Hollywood Reporter.

"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 statement read.

"The ASA noted that there was no explicit sexual content and that the singer Beyonce was not fully naked in the ad," the statement continued. "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 offense to most viewers."

Do you think the ad is too sexy for daytime TV? Watch the video below:

The all new
CBS News App for Android® for iPad® for iPhone®
Fully redesigned. Featuring CBSN, 24/7 live news. Get the App