Beyoncé Takes Heat for Her Banned Fragrance Ad

11/19/2010 at 03:00 PM ET

Beyoncé is Taking The Heat on Her Banned Fragrance Ad
Courtesy of Coty

When Beyoncé launched her first fragrance, Heat, in Februrary, both the scent and the campaign left you wanting more–until now. The ad for the Coty perfume has been deemed “racy-but not explicit” by Britain’s Advertising Standards Authority (ASA), who has banned the sexy commercial from running before 7:30 p.m., when kids are most likely to be sitting in front of the TV, reports WWD. And while the commercial was supposed to reflect Beyoncé’s personal ‘sexy chic’ style–not to suggest sex!–it looks like British officials are sticking to their guns. In the controversial commercial, the star appears to be lying in a state of suggested undress in the middle of a room before she rises in a barely-there red silk robe, caressing her neck while seductively singing “You Give Me Fever.” And although her first fragrance has shown to be yet another blockbuster for the star–making $3 million in one month–if her British fans want some heat, they’ll have to either wait until the sun goes down or head to a department store and pick up a bottle. But before you go anywhere, check out the commercial below and see what all the fuss is about! Tell us: Do you think Beyoncé’s Heat commercial should have been banned?Jessie Goldberg

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Showing 89 comments

Jessie on

Waaaaaay to provocative! I can’t believe she took it this far. What does sex appeal have to do with selling a fragrance. I don’t get “heat” from this as, I get “sex”. Why not name it sex??!! I love Beyonce, but this is as is geared towards men and men only.

Toni on

I think it’s great. Good job, Beyonce!

melissab on

Not too bad. I’ve seen worse. wouldn’t want my little 5 yr old girl to watch it, but I don’t think this would air during comercial break of Dora The Explorer or Handy Mandy or Spongebob. If so, I’d be mad. Calm down everyone, no biggie.

Sweets on

I am really not one to judge anyone however in my opinion in this case YES should be banned no wonder kids are wearing makeup younger and wearing skirts shorter because there idols present themseves as objects instead of sexy and sultry..the only people benefiting from that commercial are men who wanna see some skin and well that she has given them. Hope it at least smells better then the taste it leaves me with.

Lorna on

Come on Beyonce, you’re BIG enough where you don’t have to git nikkid anymore for the almighty dollar. She’s a pretty girl and she did what she had to do to get her fame and fortune BUT how far are you going to go to sell women’s perfume??? I guaranttee you if she put herself on the cover with a snowsuit on she’d sell more because the hater’s wouldn’t have a reason NOT to buy! Come on Bey, Jay’s got it right – swagga sells too!!

Sar on

Totally wrong for daytime TV! Her breast is practically popping out! BAN!

Tiffany on

Yes it was a little sexy but it shouldn’t be banned. Nothing was actually showing and they show more on Soap Operas then they did in this ad.

Watch Beyoncé’s Steamy New Fragrance Ad – People Magazine « Beyonce on

[…] Watch Beyoncé's Steamy New Fragrance AdPeople MagazineWhen Beyoncé launched her first fragrance, Heat, in Februrary, both the scent and the campaign left you wanting more–until now. The ad for the Coty perfume …Beyonce's ad is too saucy for TV!SugarscapeBeyonce Perfume Ad Too SexyUrban Literature News MagazineBritain Advertising Standards Agency Bans Beyonce Heat Perfume AdsThe Global NewsITN -HULIQ -LimeLife (blog)all 284 news articles » […]

Bodujka on

Well, it just makes me wonder what customer segment she intended to attract? Definitely not those who buy perfumes, because as far as I know it’s women who buy them the most.

Monique on

I would say that this commercial is waaaaayyy too racy for television before 10pm! I absolutely love Beyonce, but I agree with Lorna that she doesn’t have to go over to the top to get people interested. Under NO circumstances would I want my 4 year old or even my 15 year old (if I had one) exposed to this commercial.

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