A perfume advert featuring Keira Knightley has been banned during children's television programming because it is seen as too sexually suggestive.

The Advertising Standards Authority ruled that Chanel's Coco Mademoiselle ad was unsuitable for young children.

The watchdog investigated after a complaint from a viewer who saw it in the day time during the film Ice Age 2.

Chanel said a degree of sexual charge was common in perfume ads.

The company also argued Keira Knightley's character in it was playful and sensual but not overtly sexual.

'Inappropriately scheduled'

The advertisement shows the actress being photographed on a bed, with the photographer unzipping her clothes.

She is then shown dressed only in a bed sheet and crawling towards him before lying back.

A spokesperson for the Advertising Standards Authority said they decided it was suitable for older 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," they said.

The watchdog ruled it must not be broadcast again in its current form in or around programmes of particular appeal to children.

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