Beyonce's new ad for her fragrance, Heat, is so hot it has been banned from daytime television in the UK.

The Advertising Standards Authority deemed the ad, in which Beyonce writhes around in a low-cut dress, "unsuitable to be seen by young children," according to the Guardian .

ASA's statement follows:

"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. We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery."