The Wtf Tv channel aired the clip of the song, which has semi-naked Rihanna suggestively sucking a banana. Following a complaint from a television viewer that the video is not suitable for broadcast during daytime, TV watchdog committee Ofcom has ruled that the promo focused too much on sex and that it would not be good for children to watch it. Ofcom chiefs are calling for a meeting to discuss the policies on racy music videos.
“We will... be requesting that broadcasters who transmit such programming attend a meeting at Ofcom to discuss the compliance of such material. (We will) shortly be issuing new guidance about the acceptability of material in music videos broadcast before the watershed," reads a statement from Ofcom.