The ad shows a naked-from-the-waist-up Rihanna, her chest fully covered by her arms, wearing underwear and high heels and propping her legs up against an oversized bottle of Rogue.

The Advertising Standards Authority ruled that it should displayed with placement restriction to avoid children having exposure to the ad. The action was taken after a single complaint was filed about the ad being displayed on elevator doors in a mall. A second complaint - that the ad was overly sexual and demeaning to women - was not upheld.

Parlux Limited, Rihanna's fragrance partner, rebutted the claim, saying that the ad shows RiRi in a "position of power" and "reflected the advertising norms of the fragrance industry."