Britain's advertising watchdog the Advertising Standards Authority have deemed an ad for Beyonce's new fragrance 'Heat' to be unsuitable for children.

The campaign sparked a number of complaints to ASA from people who said that their children had seen the ad during family programing.

In a statement, the perfume company Coty UK said that the ad was 'intended to reflect the singer Beyonce's personal 'sexy chic' style,' adding that it was not 'overtly graphic or explicitly sexual'.

ASA weren't convinced, however, and have ruled that the ad can no longer be shown before 7:30pm because of the camera's 'prolonged focus on shots of her dress slipping away to partially expose her breasts'.