A perfume advert starring the actress Keira Knightley has been banned during children’s programming because it is too sexually suggestive.
The Advertising Standards Authority (ASA) received a complaint about the commercial after it was aired on television during the children’s film Ice Age 2.
The watchdog said the advert contained “sexually suggestive material” that is “unsuitable for young children”.
Unzipped
The advert, for Chanel perfume Coco Mademoiselle, showed Keira Knightley on a bed while a photographer unzipped her clothes.
She was then shown dressed only in a bed sheet crawling towards the photographer before lying back on the bed.
Chanel responded to the complaint saying the character in the advert is playful and sensual, and is meant to reflect the independent spirit of their founder Coco Chanel.
Inappropriate
The ASA said it had been inappropriately scheduled and must not be shown again in or around programmes of particular appeal to children.
A study last year showed that parents are worried about the sexualisation and commercialisation of childhood, despite the Prime Minister promising a crackdown.
Almost 90 per cent are still worried about their children being exposed to inappropriate marketing.