*The U.K., of all places, with it’s racy TV programs, has banned (before 7:30pm) Beyonce’s (Heat) perfume advertisement, saying it’s a bit too “provocative” for television.

Now, her perfume company, Coty, has responded to the ban saying the Advertising Standards Authority (ASA) was overreacting.

The ASA in fact said they received several complaints about the commercial after airing during the day, when kids were normally home:

“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 argued.

Coty responded with a bit of a defense for the Heat ad saying it was “intended to reflect the singer Beyonce’s personal ‘sexy chic’ style,” and contending that it is not “overtly graphic or explicitly sexual and at no point was Beyonce naked… It was aimed at a vast selection of music programs to target a young adult audience. It would therefore be consistent with the expectations of viewers of those sorts of programs.”