The UK’s Advertising Standards Authority is constantly making news for the commercial videos and images they choose to ban in order to protect their citizens from various things they consider to be lewd, inappropriate or misrepresentative. And now Keira Knightley’s Coco Mademoiselle advertisement has fallen into the category. 

In the past, the ASA has banned things such as American Apparel ads, Hailee Steinfeld’s Miu Miu campaign, Dakota Fanning’s Marc Jacobs Daisy ads and Natalie Portman’s Dior mascara ad.

The new Coco Mademoiselle commercial starring Keira Knightley is admittedly sexually suggestive. She wakes up with just a sheet wrapped around her before going to a shoot where she and the photographer clearly have chemistry (unzipping her jumpsuit before whispering, “lock the door”), but then she leaps through a window onto her motorcycle before anything actually explicit happens.

The problem, according to the Telegraph, comes from a concerned citizen who filed a complaint after seeing this advertisement before a screening of Ice Age 2. The ASA then ruled that the ad “must not be broadcast again in its current form in or around programmes of particular appeal to children.”

Clearly, this ad is not targeted towards children, nor are perfume sales, in general. So doesn’t it seem odd that this would play before a kids movie? Obviously the subject matter is a little mature for kids, but honestly, I don’t think most children seeing Ice Age 2 would fully grasp the implications of this ad. Plus, all of the sexuality in the ad is pretty tastefully done. I also doubt that most TV stations or theaters would be playing this full length three minute commercial:

What do you Lovelies think of this ad? Would you have a problem letting your child or younger sibling see it? Do you think the ad is too overtly sexual or not that offensive? Have you seen some of the other ASA banned ads?

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