Guess they're not ready for this jelly.

A racy ad for Beyoncé''s Heat fragrance has been banished from British daytime TV for being "too sexually provocative," the Daily Mail reports.

So what got the Advertising Standards Authority, which recently cracked down on a "misleading" Nivea ad, all hot and bothered?

The singer-designer appears to be naked at the start of the commercial, before donning a slinky, low-cut red dress and suggestively running her hands over her body. Dang, girl!

Apparently that's too hot to handle for daytime viewers. After 14 complaints, the ASA has ruled that the steamy ad can only air after 7:30 p.m., when it is less likely to be seen by children, according to the paper.

"Although we considered that the ad was unlikely to be harmful to adults or older children, we considered that Beyoncé's body movements and the camera's prolonged focus on shots of her dress slipping away created a sexually provocative ad that was unsuitable to be seen by young children," the ASA said in a statement.

"The ad was intended to reflect the singer Beyoncé's personal 'sexy chic' style," a spokesman for Coty UK told the Daily Mail in defense of the ad.

"It was aimed at a vast selection of music programs to target a young adult audience."

Sorry, kids. Guess it's back to the Bieber for you!

In other music news, check out our interview with Wilson Phillips.

And see why some say denim ads are getting too racy.