The 'Umbrella' singer's sultry new perfume advert for her fragrance Rogue has been censored, meaning it can only be placed in areas where children are unlikely to view it.
A complaint was made after an individual saw the poster on the doors of a lift at a shopping centre.
The image features a topless Rihanna covering her modesty with her arms, while sitting on the floor. Her legs are raised against a large bottle of perfume.
Following an investigation, the ASA upheld the complaint it was a sexualized and provocative image that was inappropriate for children.
"While we did not consider the image to be overtly sexual, we considered that Rihanna's pose, with her legs raised in the air, was provocative," read the ruling.
"Because of this, and the fact that Rihanna appeared to be naked except for high heels, we concluded that the ad was sexually suggestive and should have been given a placement restriction to reduce the possibility of it being seen by children."
The ASA dismissed the complaint that the ad was overtly sexual and demeaning to women, saying that although RiRi appeared naked, her "facial expression was one of defiance rather than vulnerability" and the overall image portrayed was one of condfidence.
Parlux, the perfume makers, had argued the image wasn't overly sexual, saying it was intended to show Rihanna in a position of power, as reflected by the name of the fragrance, Rogue. It also tied in with Rihanna's previous perfumes.
The ASA ruling came the day after Rihanna made headlines for attending a fashion awards show in New York wearing a see-through gown. Underneath, she was completely naked apart from a thong.
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