Knightley's Chanel ad banned in UK

Last updated 10:57 14/02/2013

PROVOCATIVE PERFUME: Keira Knightley's short-film style Chanel ad has been banned from certain TV slots in the UK.

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Keira Knightley's Chanel perfume ad has been banned in the UK for being "too sexually suggestive".

The actress' Chanel Coco Mademoiselle commercial will not be shown during children's television programming because it has been deemed unsuitable by the Advertising Standards Authority (ASA).

The watchdog investigated after a complaint from a viewer when the ad was aired during a screening of popular cartoon Ice Age 2.

In a statement following on from the complaint, the Advertising Standards Authority ruled that the ad will be banned because of its evocative content and Keira's suggestive nudity throughout.

"We noted that the photographer was directly involved in unzipping the actress' garments and that there was a suggestion that she was naked aside from a bed sheet. We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed," the ASA explained.

"We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children."

Chanel responded to the claims, and explained a degree of sexual charge was common in perfume advertisements. The fashion giant also argued that the commercial starring the Hollywood beauty was "playful and sensual."

It is not the first time a perfume ad starring a Hollywood actress has been deemed inappropriate. Dakota Fanning's perfume advertisement for Marc Jacobs' Lolita scent was banned in the UK for being "sexually provocative" at the end of 2011.

"We noted that the model was holding up the perfume bottle which rested in her lap between her legs and we considered that its position was sexually provocative. We understood the model was 17 years old but we considered she looked under the age of 16. We considered that the length of her dress, her leg and position of the perfume bottle drew attention to her sexuality," the ASA revealed in a statement.

- Cover Media

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