London
(ANI):
Socialite
Paris
Hilton"s
beer
commercial
has
been
deemed
too
hot
for
television
by
Brazil"s
Secretariat
for
Women"s
Affairs.
The
ad
shows
Hilton,
29,
in
a
short
black
dress
preening
and
rubbing
a
can
of
Devassa
beer
on
herself,
to
the
delight
of
onlookers
watching
through
her
window.
Even
though
the
ad
may
not
initially
appear
very
explicit,
Brazil"s
regulations
say
beer
commercials
cannot
treat
women
as
overtly
sensual
objects.
“It"s
an
ad
that
devalues
women
-
in
particular,
blonde
women," the
Telegraph
quoted
a
spokeswoman
for
the
Women"s
Secretariat
who
said
it
had
received
numerous
complaints.
Eduardo
Correia,
a
spokesman
for
the
regulator
Conar,
which
has
opened
three
separate
investigations
into
the
campaign,
said
many
Brazilian
beer
ads
feature
women
in
bikinis
-
but
a
key
difference
is
that
those
are
set
on
the
beach.
“The
problem
with
the
ad
isn"t
a
lack
of
clothing,
but
its
sensual
nature,"
Correia
said.
“A
woman
in
a
bikini
on
a
beach
isn"t
necessarily
sensual;
it
depends
on
the
context,"
he
added.
Conar
is
a
private
agency
that
cannot
legally
force
a
company
to
remove
an
advert.
But
Correia
said
that
in
23
years
of
existence,
Conar
has
conducted
more
than
7,000
investigations
and
not
one
of
its
recommendations
has
been
ignored.
Grupo
Schincariol
makes
Devassa,
which
can
also
be
translated
as
“naughty",
and
Devassa"s
“Bem
Loura"
beer,
meaning
“Very
Blond",
also
features
an
Internet
campaign
with
Hilton
wearing
lingerie
and
high
heels.