The Advertising Standards Agency said it imposed a placement restriction on the poster after a single complaint that it was sexually offensive, demeaning to women and featured images not suitable for children to see.
The agency said in in a statement released on Tuesday.
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.'As such it can now only be displayed in areas where children won't see it.
'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.'
It ruled that the ad must not appear again without a placement restriction to reduce the possibility of it being seen by children.