Beyonce sizzles in the provocative commercial for her fragrance, Heat ... and despite Jay-Z's wifey looking out-of-this-world sexy, the suggestive content has forced the U.K. Advertising Authority to ban the ad from running before 7:30pm.

In the 1-minute ad, Beyonce barely keeps her low-cut red dress on while gyrating to her version of the classic song, Fever.

After watching, our temperature has certainly skyrocketed. But the U.K. Advertising Standards Authority released the following statement:

    "We considered that 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."


The ASA went on to say, "Although we noted the ad was sexually suggestive and might therefore be distasteful to some, we considered that, in the context of marketing for perfume, the ad was unlikely to cause serious or widespread offense to most viewers."

Smells like a carefully choreographed controversy to us!