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Beyonce’s Perfume Company Responds to UK Ban

Bauer-Griffin

While Beyonce is hardly controversial, the United Kingdom’s Advertising Standards Authority saw fit to ban an advertisement for her perfume Heat recently, claiming it was too “provocative” to be aired during daytime programming.

The ASA claimed that they had received several complaints about the ad after airing it during the day, and relegated it to running only after 7:30PM. “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 ASA argued.

In answer to the ban, Coty, the company behind Beyonce’s fragrance has released a statement claiming that the ad was “intended to reflect the singer Beyonce’s personal ‘sexy chic’ style,” and contending that it is not “overtly graphic or explicitly sexual and at no point was Beyonce naked.”

The statement continues to argue that the spot was intended for a young adult audience, and was appropriate for their demographic. “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,” Coty’s statement continued.

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