The provocative advertisement for Beyoncé and Coty's perfume Heat "was unlikely to cause serious or widespread offence to most viewers," the Advertising Standards Authority (ASA) said in a statement on Thursday, after it received more than a dozen complaints about the commercial.

However, the ad cannot be broadcast again, in its current form, before 7:30 p.m. due to "the sexually provocative nature of [its] imagery," ruled the advertising watchdog.

"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 to partially expose her breasts created a sexually provocative ad that was unsuitable to be seen by young children."