The Advertising Standards Authority (ASA), an organization that regulates the advertising industry in the United Kingdom, has labeled Beyoncé‘s commercial touting her perfume Heat “too sexually provocative.” The ad, which features the R&B superstar in various sexually suggestive scenes clad in a body-skimming red dress, has been banished to the hours after 7:30 pm there. An ASA representative told the Daily Mail:

“Several complainants had told us their children had seen the ad broadcast during the middle of the day around family programs. Although we considered that the ad was unlikely to be harmful to adults or older children, we considered that Beyoncé’s body movements and the camera’s prolonged focus on shots of her dress slipping away created a sexually provocative ad that was unsuitable to be seen by young children.”

The ASA launched a review of the ad after getting over a dozen phone calls from concerned television viewers. Check out the commercial in its entirety below:

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