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Advertising watchdogs here have banned daytime airing of Beyoncé's raunchy advertisement for her debut perfume, Heat, saying that it must not be shown until after 7.30pm.

The ad - which features the singer writhing against a bathroom wall in a barely-there red dress to the strains of the song "Fever" - was deemed unsuitable for airing at a time when younger children might be watching.

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The announcement, from the U.K. Advertising Standards Authority, found that the advert was "sexually provocative" and upheld complaints against it.

"We considered that Beyoncé'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," they said in a statement.

But the watchdog group said it was unlikely to have a harmful impact on adults or older children, and rejected a separate series of complaints that the advert had explicit sexual content.