The advertising watchdog in Britain has banned daytime airing of Beyonce'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.

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

"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," 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.

"The ASA noted that there was no explicit sexual content and that the singer Beyoncé was not fully naked in the ad," the group said in a statement. "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."