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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.

Shannon on

Bey, Sex still sales,so do what you do best.I Love it!! As long as it’s not playing during the nickelodeon commercials who cares..

Anon on

unoriginal …

Alex :D on

Lol once again, all these soccer moms see a gorgeous woman like Beyonce doing something out of the ordinary, and they have to have a problem with it. Yes it was steamy. So? Sex sells. I highly doubt little children will see this and automatically think “OH! SEX!” No. Don’t want your kids to watch it? Turn it off when it shows.

Mort on

WTF!! Really? Seriously? Why don’t you just take it all off. OMG…. She really is getting outa hand with this thing. It’s perfume, not porn!!

Devi Jockers on

Thx to the lord ,there is only German channel in our house and cant imagine 4 of my kids are watching this kind of ads not mentioning my teenage son…wow MOMMY ON FIRE…to provocative better stop this ads asap…

dj

rezdiva49 on

Looks like she’s in “heat”

lorelei51h on

Jezz!!! I think she is a beautiful woman, but this is over the top. Why do these chicks think that they have to let their chests fall out or stick their fingers in their crotch to sell something? I buy perfume because I like the scent,and I want my man to buy it for me because it smells great one me. Got news for you guys, the perfume wont make a 300lb woman look like Beyonce no matter how great it smells. Certainly not for the younger set and should be shown later in the evening. I’m with the Brits on this one.

Stacy on

@ Bodujka: Its the men that purchase the perfume for the women,so if the fragrance can make his spouse look and smell like Beyonce he’s buying it.So,look forward to watching it during ESPN commercials..BOOM!!

LBW on

I thought it was rather funny. She is trying so hard to be sexy and she looks like she is in pain. Kind of like porn stars.

DOROTHY on

I think people are just jealos of what she is doing and making good of it, women do buy more perfume that is how they get their husband or boyfriend which ever is the case get them more sexer I am 76 and I bought it and my husband loves me wearing it so there ………

Jon on

I liked The VIDEO & Ad, and no, it shouldn’t have been banned! Sorry to hear that Country Star, Eddie Montgomery, 47, has Prostate Cancer, but I’m glad he’ll have Surgery next month and will make a full recovery & be singing again in January!

David on

Are use kidding me!! it’s just an advert nothing else! god people need to grow up! Sex sells!! I understand it shouldn’t be on first thing! But anytime after 6 would be fine!! There is far worse things out there on tv then this advert!!

Parrish on

I don’t get why most of the postings from women ask why the commercial is so sexy for a woman’s perfume?? I would think that the commercial is supposed to portray to women how the scent makes you feel NOT attract women to another woman!

Karin on

@Sweets about young children wearing make-up and short skirts. It is still the parents that allow this and buy this for them so this commercial doesn’t have anything to do with that. I personally think this commercial is a bit racy too and Beyonce could have made it classier than this.

Cbunn on

Really????? This seems no different to me than ANY of her music videos!! Yes, her breast is practically popping out, but as I said, this is the same thing she does in ALL of her videos.

jay on

i dnt see what the problem is like come on beyonce wouldnt try too show off nakedness she probably didnt even notice all of this besides the fragrence was put out a while ago and so was the commercail and now they wanna say something about it wowwwwwwww backk off

Fatima on

Clearly most here do not know anything about advertising! What Beyonce is doing is the same thing Victoria’s Secret does, which is make other women want to be the one in the ad. Beyonce’s ad is appealing to both men and women because she makes women want to be her and she makes men want to have her.

Margo on

The bathtub scene copied from George Michael’s video “Freedom”. The rest of the commercial are all recycled images, including the song therefore, it is not racy. I’ve seen more skin on the bad reality shows. I think this was a marketing ploy to label it racy for greater sales. Since Beyonce doesn’t expose herself, it ‘appears’ racy. Kudos to the Marketing Team!

Mel B on

WOW! That was way to much. I am a fan of Beyonce’s but I think that she took it a little to far. It should be banned. I agree with the person who stated that it should be banned until 10pm. She is selling sex not HEAT!!!!!!!!!!!!!!!!

Sharese Eddings on

Too much. But maybe that was the plan, ’cause there’s no such thing as bad publicity right? I really wish there were more class in showbiz.

Sexy Beyoncé fragrance ad too hot for TV – Independent « Beyonce on

[...] fragrance is too sexy for UK daytime TV, according to an announcement by the UK Advertising …Watch Beyoncé's Steamy New Fragrance AdPeople MagazineBeyonce's ad is too saucy for TV!SugarscapeBeyonce Perfume Ad Too SexyUrban [...]

DebbieTTT on

Just checking out all the comments. It’s funny how their always going to be opinions. God rest is soul Michael Jackson was the first one to started grabbing his crouch,and kids and their parents love him the “world love him”. We have school teacher going with students and having baby’s by the students,but we cant stop our children from pursuing their education. Don’t get me wrong we need school teacher to teach and nothing else.Just reminder Beyonce is just being Beyonce and we all know that. If It sounds like I am a fan of hers then you all right I am,also I have Beyonce’s Heat set and it smells fantastic. As parents we should be monitor what our children watch any way there are some video games that are a lot worst.

elfin on

I am a 62 year old grandmother who took part in the 60s, 70s, 80s, movements… I am open minded but Beyonce takes it TOO far no matter WHAT time this commercial airs. At some point a stop has to be put on the magazine covers, ads, etc. that are appearing more and more. I watch Dexter and TRUE BLOOD but NOT with grandkids around and these shows are after 9PM. Beyonce, you’re too pretty and talented to stoop to such raw visuals.

Limner on

There is absolutely nothing wrong with this commercial. Maybe it’s aimed at men. The message? Men, you want your own Beyonce? Give your woman Heat!

Men will buy it for the woman in their lives and think of Beyonce every time she wears it and they smell it. Ta-da! That’s all it is.

Get over yourselves!

Limner on

And another thing . . . Why are women so afraid of another woman’s sexuality. You know you wish you were Beyonce. Hypocrites, all of you who have something negative to say. There is nothing wrong with sensuality. She’s not selling the scent to children. She does not control when the ad is aired. Children are not the fragile, ignorant lemmings some of you seem to think they are. Truth? They know a lot more than you might think.

Get a grip!

Sash on

It did not need to be banned. Perhaps a bit too much cleavage showing. Other than that, the commercial did not go too far. Just those moments when it looked like we were about to be seriously flashed.

Hot Lyrics: Right Place For Brand New Lyrics on

[...] post: Beyoncé Takes Heat for Her Banned Fragrance Ad 179 – Alejandro [...]

Anne on

As an ad, it’s downright dumb! Stoooopid!!Whoever came up with the concept clearly spent all of 30 secs on the idea. Where’s the perfume in the ad? The people that spent $3 mil in a month to support this woman – I don’t get it!! Beyonce, well, quite frankly we expect too much from her. The girl wants to make money, after all she’s married to Rock-a-fella!! Only in America!!

Valorie Taylor on

Beyonce is a business woman. Should all the blame for wayward teens rest on her shoulders? I think not. There have been many before her and certainly a flood of ones to come after she’s left the spot light.

gene on

she’s vulgar, not sexy, there is a difference

Jelly on

I’m with MelissaB, I have seen much worse. The perfume is supposed to make you feel sexy, and I believed she portrayed that well. Why are people just now making a fuss and the perfume and the ad have been out for almost a year now.

Sheila on

Women buy perfume, and men buy it thinking it will make their lady look like this. Not reality. This video is wayyyyyyy over the top, and SO borderline showing a nipple, I even had a hard time watching it. This video sales a sexy body, not a fragrance.

J J on

WHOA! That’s over the top – definetly geared towards men/lesbians. It wouldn’t make me want to buy it.

Stephanie on

Most definitely doesn’t need to be on air anywhere before 10!! Wayyyy too racy and sexy for a “perfume” advertisement!! I mean seriously if she’s gonna wear that little tiny red thing, why not just go naked?!?!?!?!?!

ashley on

l love it and plus they put way worse stuff on t.v anyways like common half of the girls in adds are half naked all she did was be in a dress and rub herself at least she had some clothes on hallie berry doesnt have clothes on nor does JLo. Even music videos are starting to be like pornos. so work on about the videos ur kids watch before this add. man ppl open ur eyes and quit being so judgemental.

FYI- Beyonce, Mars, Netflix « 84 Percent Blog on

[...] Beyonce is in heat, and the British can’t take it. [...]

Denise on

She’s definitely hot, but I don’t think she is gearing this ad toward the WOMAN who would be buying this product. No one is going to buy it JUST because she’s sexy and practically showing her boobs in the commercial. FAIL.

jm on

running to the store to buy a gallon!

Hot Lyrics: Right Place For Brand New Lyrics on

[...] the original here: Watch Beyoncé’s Steamy Fragrance Ad 179 – Alejandro Sanz Beyoncé Takes Heat for Her Banned Fragrance [...]

Hot Lyrics: Right Place For Brand New Lyrics on

[...] posted here: Watch Beyoncé’s Steamy Fragrance Ad 179 – Alejandro Sanz Beyoncé Takes Heat for Her Banned Fragrance [...]

FaithHillFanatic on

VA-VA-VA-VOOOOOOOOOOOOOOM!!! After that NOT only do I have a fever, I am in HEAT. lol!!! My hard drive has officially melted lol! This ad is FIERCE. I need a cold shower now for sure. Thank you Beyonce for the soft core porn perfume ad. I greatly appreciate it. I actually have the perfume, it does smell good. And after watching this video…..I’m sure it will smell just a little HOTTTTTTTTTTTTTTTTTTTTTTTER!!! :-)

beyonce is paying people to do this on

this is just one big stun to get “heat” to sell for the holldays….beyonce payed people to do this

this commercial ben out since feb. you mean to tell me that people just now banning it..lol one big christmas hoax

Princess on

Oh please people give me a break. There’s worse than this on TV trust me. i think it was a good job and as sexy as it needs to be not more not less.

Angie on

I love it! and think it’s great!

Maya on

Love it! I’m a young, educated, sensual, big city woman and I think the ad is Hot! I get it.
I would buy it…I guess I’m the target audience. I see nothing inappropriate about it.
For the stay-at-home housewife types, maybe a little too much for them to handle.
I also have no kids so maybe thats why I dont get the fuss.

sheenway on

You all find this offensive, but its okay to watch southpark and their foul mouth and tampon add and personal lubricants! give me a break!

sheenway on

WE have come a long way from Miss Peggy Lee and the Platex Living Bra..give me a break..live out side the box! for arts sake!

Patti on

While there’s no doubt Beyonce is a beautiful and provacative woman, this ad is way too sexy. It could have been done with less exposure (“they” don’t even look real in some shots). I have no problem with the content, but more coverage would add more allure in my opinion

Concerned for Society on

Our kids don’t know how to differentiate between sexy and sex. I think this should be banned and she should keep this look for her bedroom with her husband. Totally inappropriate. I personally don’t want my son growing up to think that this is how women are or should be. By allowing this we are distoring reality from acting. Poor taste and poor choice Beyonce!!!!

Jacqueline on

I watched the video and I am totally disgusted by it I don’t think she is selling perfume she is clearly selling SEX. She is no role models for our young girls a lot of young people look up to these celeb. She doesn’t have to stoop that low to sell her perfume as if she is desperate for money I know she is not. It should be banned from television. To me it seems that she is selling PORN. NOT A ROLE MODEL FOR OUR YOUNG GIRLS TODAY. Grow up Beyonce. Would she let her little nephew watch it???

Bunnie on

It’s no sexier than anything else on TV, including that horrid commercial that shows a woman and man in bed lying on top of each other. Guess it’s not allowed because Beyonce is actually more attractive than some other actors in commercials.

sheshe on

This is waaaay over the top! It confirms she couldn’t sell anything without getting half naked. They should ban her everywhere altogether. It really only covered her nipple. I’m sure she wouldn’t want her kids watching this someday. But it’s all about the dollar I guess.

Heidi on

Where are the values and morals in this ad or any provocative ad that will teach my daughter proper individual worth? One ad can do major damage and I refuse to let media teach her how to act in order to receive unconditional love.

Ada on

It shouldn’t be banned…they show worse on Soap Opera and regular TV commercials. As long as it not on Disney, or during Saturday’s Cartoon time on WB for example when my kids watch TV it’s perfectly fine. All the ladies with the negativity please stop hating. Go Beyonce!

Gretchen on

Look, everything from a watch to perfume to a tv has sex appeal . Thats what entertainment is . She didn’t get naked, so the commercial is fine . Just bc someone is famous doesn’t mean she has to be a 5 yr olds hero . She is an entertainer for adults . A commercial will not make a teen get pregnant . Im a total fan of it and of her . Shes amazing . U want racy, watch the Dolce and Gabbana commercials where a girl starts to get it on with 2 guys just to promote a watch . Beyonces commercial had none of that! I loved it

BLONDIE_4414 on

Beyonce commerical reminds me of the 1990′s Elizabeth Taylor perfume commerical.
She is a beautiful girl and I when she is in her 50′s or 60′s it will be nice for her to look back at how she used to look.Personally I would never buy any product with her or her husband on it.
She is very talented and I enjoy her work at times but that being said her husband Jay_Z has a agenda he thinks he is another Obama and You know what he is just a rapper and most likely a good business man but her brand or his is not a big interest to many.

BLONDIE_4414 on

She is looking to shock people like Janet Jackson did and where did it get Janet Jackson?
At least thank god Oprah is not making sexy commerical for some jerky product like Beyonce lol Can you imagine having to watch Fatty Oprah do the same commerical,rolling on the floor thinking about that horror show.

Chris on

All I got to say is WOW! my husband sure drooled over it however,I wouldn’t ALLOW my 13 yr old son to watch this. And I agree with….Sar, it looked like her boob was not at all covered! Boy has time changed since I grew up! They would NEVER allow such a commercial like this to even air, let alone as for people’s opinion!

oscar on

i love beyonce commercial is great. i think parents can’t be angry because the adults has many ways to prevent kids of watching innapropiated channels or commercial. the commercial not in the kids channel and no be repeated many times.

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Horatio Bennett on

Lets be real here. Agencies use demographics to procure appropriate advertising venues… TV, Radio, Magazines. If in their research (and believe me, they do it intensively) they came up with a time slot that their prospects watch, they advertise. Question is.. If your kids watch that particular program where they might be seeing Beyonce’s ad, then they shouldn’t be there. They would be ‘out of character,’ and it would not be the advertisers vault… As for the ad itself? It’s ALLURING, SEXY and APPEALING to buyers of that kind of product. Is your under aged child included in this demographic? I shouldn’t think so… You Go Girl, don’t DUMMY DOWN for anyone! Especially for the stuffy Britons…

Horatio Bennett on

Lets be real here. Agencies use demographics to procure appropriate advertising venues… TV, Radio, Magazines. If in their research (and believe me, they do it intensively) they came up with a time slot that their prospects watch, they advertise. Question is.. If your kids watch that particular program where they might be seeing Beyonce’s ad, then they shouldn’t be there. They would be ‘out of character,’ and it would not be the advertisers fault… As for the ad itself? It’s ALLURING, SEXY and APPEALING to buyers of that kind of product. Is your under aged child included in this demographic? I shouldn’t think so… You Go Girl, don’t DUMMY DOWN for anyone! Especially for the stuffy Britons…

DIAMONDZ on

WHILE I LOVE THE COMMERCIAL AND AGREE IT SHOULD NOT BE SHOWN UNTIL AFTER 10, I THINK SHE IS LARGE ENOUGH NOW TO STOP ALL THE GRINDING AND FLASHING. BESIDES, PEOPLE LIKE ME(OVER 40)WILL STILL LIKE YOU IF WE ALREADY DID!!!

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[...] Watch Beyoncé’s Steamy Fragrance Ad The star’s sexy commercial has been deemed “racy” by Britain’s Advertising Standards Authority and banned from airing during hours when children may be watching TV Read more on People Magazine [...]

All the single ladies could learn from savvy Beyonce – Irish Independent « Beyonce on

[...] people were getting their knickers in a …Sexy Beyoncé fragrance ad too hot for TVIndependentWatch Beyoncé's Steamy New Fragrance AdPeople MagazineBeyoncé Knowles sexy TV perfume advert not suitable before 7.30pmBeehive CityWall [...]

M on

I do think the commercial should not be played during kids programming time. However, it isn’t all that racy as far as sex is concerned. In the US, Victoria Secret commercials that are slightly racier than Beyonce’s ad air all of the time, and have print ads in the malls with sexually suggestive models in their underwear up all of the time.

Learn What Natural Scents You Can Use For Your Home | Shopoo | Fragrance Oils on

[...] Everyday Ritual Related news: Beyoncé Takes Heat for 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 [...] Read more on People Magazine [...]

George Hahn on

Love it. Great play on the vintage torch song by Peggy Lee.

Toy on

Beyonce looks great in this video & the problem is that she has so much money the haters dont want her to make any more, almost seeing a nipple is not seeing the nipple, so the video was great keep it up B we love ya

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Moka Blu on

Are you serious! I suppose all you that are complaining about this commercial being too racey are the same ones that let their children view Beyonce’s “Single Ladies (Put a Ring On It)” Don’t say you haven’t because Utube is full of videos of one’s children even toddlers dancing to what I deem a more provocative, intense, sexual video! She was gyrating her coochie in that video! This commercial isn’t showing any more cleavage than the red carpet walkers show. Society sure is mixed up on what is and what isn’t over the top! Such a shame!

Moka Blu on

Oh, and one more thing! Why is it okay for Victoria Secret to air their models slinking around in their bras and panties which by the way are barely covering their private parts but people are tripping about Beyonce’s commercial? You same ones complaining do not think twice about your children viewing Victoria Secret’s commercials and advertisements. You know I’m right, you hyprocrites!!!

tamara on

everyone is forgetting the issue it’s ok for beyonce to be a sexy intelligent women but for play boy or sports illustrated this is not a tv show that you can put on parental control but a commercial that your child can easily see if you don’t change the channel fast enough. I love beyonce but she should have done that role in a movie or something not a commercial. The negative influence that it is portraying is not good stay a good role model don’t change over to the evil side. And to you sex addicts out there seriously grow up.

Angela Smith on

B, you go girl I see nothing wrong with your advertising of the new Heat colonge. I love you B and my grandson Daylen was interduced to you when he was 6 months old & fell in love w/u! And stop doing anything when I turn your music & videos Seriously and now he is 4 and still loves you says you are his girlfriend. Would love to send a pic to her let me know where! But keep up the good
work I Luv U!!!!!!!!!!!!!

P JONES on

Are you for real, I hawe seen sexier commercials for Shampoo, Body Wash and Lotions, so what is the real problem here, is it because it is Beyonce and not someone else, and true it may be geared more towards men in this ad, it must have worked, my dad went right out a purchased it for my mother for christmas. Congratulations Beyonce

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[...] TV commercial was shot by Jake Nava, who directed the singer’s “Single Ladies” video and her oh-so-sexy Heat commercial. Edited by Beyoncé, it’s set to the first single from her new album. Tell us: What do you [...]

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