An advertisement featuring Paris Hilton has sparked complaints in Brazil.
The commercial for the beer Devassa has been accused of "devaluing women", Press Association reports.
In the advert, Hilton is shown wearing a short black dress and stroking a can of Devassa as onlookers swoon.
However, a spokesperson for the country's Secretariat For Women's Affairs said that the organisation had received several complaints and called for the commercial to be taken off air.
She added: "It's an ad that devalues women - in particular, blonde women."
Meanwhile, spokesperson for the regulator Conar, Eduardo Correia, revealed that the organisation has opened three investigations into the campaign.
"The problem with the ad isn't a lack of clothing, but it's sensual nature," Correia said. "A woman in a bikini on a beach isn't necessarily sensual; it depends on the context."
Brazilian regulations mean that beer commercials are banned from treating women as overtly sensual objects.
Would I be so shallow as to post the advert here just to attract a few more readers?
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