The advertisement of Beyonce’s new perfume ‘Heat’ has been banned from daytime viewing by UK television.

Since the Advertising Standards Authority found the ad too sexually provocative for children, it will not be aired before 7.30 p.m.

The Authority received complaints from concerned parents after the ad appeared on ITV, Channel 4 and music channels, report various news sites.

The advertisement opens with Beyonce naked in a bathtub, moving on to her posing suggestively and sensuously in a red dress.

Several complainants had told us their children had seen the ad broadcast during the middle of the day around family programs, the British watchdog agency told Daily Mail. 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.

Manufacturers of the perfume claimed the commercial was in tune with her ‘sexy chic’ imagery and not in any way indecent. It argued that the imagery was less overtly sexual than what is routinely seen in music videos, particularly those featuring U.S. rappers and bikini-clad girls.

Beyonce was put right behind Oprah Winfrey by Forbes in terms of earnings. She raked in $89 million with her advertisement contracts, fashion endorsements and tie-ups.

The 29-year-old superstar is also set to release footage of her 'I Am... World Tour'. It will document her performance over the past year and has been edited and directed by her.

The singer is married to rapper Jay-Z and is rumoured to be pregnant.