UK & World News
Keira Knightley Chanel Ad 'Too Sexy' For Kids
A Chanel advert starring Keira Knightley has been banned during children's programmes after it was judged to be too sexually suggestive.
The advert for the Coco Mademoiselle perfume shows the 27-year-old being photographed on a bed and the photographer unzipping her clothes before she crawls towards him dressed only in a bed sheet.
The Advertising Standards Authority (ASA) said the advert should not have been shown during a broadcast of Ice Age 2 and was "unsuitable for young children".
Chanel defended the scheduling of the advert, describing it as playful and sensual rather than overtly sexual.
It claimed the advert was not unsuitable for children and said Ice Age 2 was chosen because the film's sharp humour and celebrity voice-overs meant adults would also be watching.
However, the ASA disagreed and said the animated film was of particular appeal to children.
It said: "We considered the ad was suitable for older children, but that the sexually suggestive material was unsuitable for young children.
"We therefore concluded that the ad was inappropriately scheduled and an ex-kids restriction should have been applied to prevent the ad from being broadcast in or around children's programming."
The ad must now not be broadcast again in its current form in or around programmes that appeal to children.
The ASA, which regulates all advertising in the UK, said it would "not hesitate to ban any ad that could result in a child's physical, mental or moral harm".
Knightley's advert for the Chanel fragrance was directed and shot by Pride & Prejudice and Atonement director Joe Wright.
Debuting in March 2011, the complete film is three minutes long and also shows the actress speeding through Paris on a motorcycle.