<p><br /> The television advertisment for Beyonce's new fragrance 'Heat' has been deemed 'sexually provocative' by the Advertising Standards Authority.<br /> </p><p><br /> The TV watchdog investigated after several complaints from viewers who found the content of the commercial inappropriate for daytime television.<br /> </p><p><br /> In the opening scene, Beyonce appears naked, caressing herself in a bath, although nothing sexually explicit is shown. She then wanders around in a revealing red dress, assuming a number of provocative poses.<br /> </p><p><br /> The Advertising Standards Authority ruled that the advert could cause offence to some viewers, and should not be shown before 7.30pm.<br /> </p><p><br /> This is pop singer Beyonce's first move into fragrances as she continues to build a multi-million pound business empire that includes fashion lines and various commercial tie-ins.<br /> </p>
