Published Wednesday, 04 June 2014
Officials at the nation's Advertising Standards Authority (ASA) have decided to restrict the billboard over fears it's "sexually suggestive".
The ad features a naked Rihanna sitting on the floor with her legs raised against a bottle of her perfume Rogue.
Bosses at Parlux Fragrances insist the nudity was not improper and the image was not offensive, suggestive or demeaning, but the ASA officials state: "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.
"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 news comes a day after Rihanna stunned on the red carpet at the Council of Fashion Designers of America Awards in New York by wearing a sheer Adam Selman gown without a bra.