Keira Knightley’s Chanel Ad ‘Too Sexy’ for Kids

The latest Chanel campaign featuring the British actress gets banned from airing during children’s programming in the U.K.

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Keira Knightley’s latest Chanel advertisement has been banned during children’s programming in the United Kingdom because it was deemed “too sexy,” the Huffington Post reports.

The Coco Mademoiselle commercial has Knightley spritzing on the fragrance before heading to a photo shoot where she’s photographed on a bed, sharing some intimate moments with a photographer. Advertising Standards Authority, the independent British advertising regulator, didn’t find this appropriate for young viewers.

A viewer, who saw the adduring a broadcast of the film Ice Age 2, filed a complaint that the commercial was “overtly sexual” and not suitable to be broadcast during a movie with kid appeal.

Fragrance ads have always been a controversial issue. In 2008, Eva Mendes’ television spot for Calvin Klein’s Secret Obsession perfume was banned in the United States. Two years later, the ASA banned Beyonce’s fragrance ad from airing before 7:30 p.m. in the U.K. And in 2011, the regulator also banned Dakota Fanning’s Marc Jacobs ads for the fragrance Oh, Lola!  because they portrayed the star in an “irresponsible and sexualized manner.”

(WATCH: Chanel Debuts Brad Pitt Perfume Campaign)

In this case, Chanel argued that its founder, Coco Chanel, was “known for being a strong, independent woman,” and said the character in the ad was intended to “reflect her spirit and embody the fragrance itself.”

The fashion house said the ad appeared during time slots throughout the day and Ice Age 2 was selected not only because it was animated, but because it also included “sharp humor” and the voices of well-known celebrities, which may have been appealing to adults. Chanel also argued a degree of sexual charge was typical in perfume advertisements, and that while Knightley’s character was playful and sensual, she wasn’t overtly sexual.

(MORE: 5 Things Coco Chanel Taught Us About Style)

The British compliance organization, Clearcast, which gives advice on the airing of commercials, supported Chanel’s response saying, but left it to broadcasters to view the ad and determine whether it was acceptable to air during programs appealing to children under 9 years old.

The ASA upheld the complaint, however, and said during the final ruling on Wednesday that it prohibits this specific Chanel commercial from airing during or around children’s programming in the U.K.

15 comments
LeRonBrames
LeRonBrames

it makes my penis hard. get it off tv

LeanndraFairchild
LeanndraFairchild

Why is this banned?  My 3 year old sese way more than this from watching True Blood and Game of Thrones.

CLMARKS
CLMARKS

Possible interpretation:  A seven years old boy is supposed to remember his first "romantic" dream which he dreamed when he was seven years old. It is a perfect dream to have, but it is usually forgotten. This ad may look like a reminder, Kid ; "this a m... world, but it WILL mean nothing, nothing... without a woman or a girl."

Carlos Lincoln Marks

meyer.jonm
meyer.jonm

Sexy, but not bannable. Great music, great photography, classy. I think it's the adults with the dirty minds, not the kids.

DaveEasterwood
DaveEasterwood

Might be sexy if she wasn't as flat as a 12 year old boy.

DarylJanisch
DarylJanisch

No child I know will watch a commercial that is over 3 minutes long. 

3paulsen
3paulsen

Inappropriate, indeed, on many levels.  Good for the UK - ban away!

VincentWolf
VincentWolf

You gotta be joking right?  Nothing too sexy about that at all.  

joeaverager
joeaverager

Don't care if it is shown on Nickelodeon - we grew tired of the constant TV advertising and consumerism aimed at our children and turned it all off for good. We do still have a Roku (Netflix/Hulu/Amazon/international programming) plus a Mint Linux powered computer to watch the streaming websites with.

The cost of subscription TV was too high for the little we were watching it and apparently in the USA - there are no limits to how much violence or foul language can be on TV. We're no prudes but we would like to be aware of what's coming on, and we'd like to be able to assume that the commercials aren't likely to be violent, gory or full of foul language b/c our children might be in the room with us. It seemed weird but this most recent holiday season saw us at extended family and friends' homes where we were enduring massive amounts of commercials and more than once felt compelled to switch channels b/c the TV during family hours was inappropriate. Now it seems strange to put up with that much garbage just to watch TV.

SusanRedmond
SusanRedmond

@TIME @TIMEStyle Mummy, why does Daddy....... because it tastes..... lol

JessicaL333
JessicaL333

@TIME @timestyle omg way to long and boring and did not make me want to buy their perfume!

AlexSonger
AlexSonger

@TIME @TIMEStyle it should be banned because its stupid.. not because its too sexy..

EricGreene
EricGreene

@LeanndraFairchild I think the problem is your 3 year old watching True Blood and Game of Thrones. The sex scenes may not be bothersome (to some) but the graphic violence should be to anyone...

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