A commercial for Demi Lovato's most recent album has been banned in the United Kingdom as it was deemed to be offensive to certain religious groups.
The poster featured the 'Skyscraper' singer donning a bondage-inspired outfit while lying on a large bed shaped like a crucifix. Paired with the fact that the words 'Holy F**k' - with the 'u' replaced with a 'v' were sprawled across the image, regulators stated that it's "likely to cause serious offense to Christians."
According to CNN, The Advertising Standards Authority (ASA) launched an investigation into the poster, which was seen at multiple sites across London in August, after receiving complaints from four members of the public.
In a report, regulators stated that "two issues were investigated, of which both were upheld."
The issues at hand involved the location of the provocative image, with the ASA stating that it was "irresponsibly placed where children could see it," as well as its nature, as it was investigated whether it would be "likely to cause serious or widespread offense."
In a statement, Polydor Records, the label that released the album stated that the poster "primarily included the artwork from Demi Lovato’s newly released LP and was designed to promote the album," also denying that it was "offensive."
"Polydor did not believe the poster would cause serious or widespread offense," they said in a statement. "Prior to publication, they had checked with the agency that the poster was acceptable to run on the proposed sites. The agency had provided an assurance that it was, and Polydor had proceeded on that basis."
Following a thorough investigation, the watchdog concluded the ad had breached the CAP Code (Edition 12) rules including 'Responsible Advertising' and 'Harm and Offence.'
"We considered that the image of Ms Lovato bound up in a bondage-style outfit whilst lying on a mattress shaped like a crucifix, in a position with her legs bound to one side which was reminiscent of Christ on the cross, together with the reference to ‘holy f**k’, which in that context was likely to be viewed as linking sexuality to the sacred symbol of the crucifix and the crucifixion, was likely to cause serious offense to Christians," the report stated.
The ASA then said that the commercial "must not appear again in the form complained of unless it was suitably targeted," also warning that the company must ensure that none of their future ads are of a similar nature.
Speaking of the album previously, the singer told Vogue that she wanted to reclaim her power with this new album.
While the former Disney Channel star stated that she didn't necessarily want this album to have "religious undertones," it "came out in the writing process."
"I wanted to take my power back," she told the outlet. "I grew up in the church as a Christian, and I had some anger towards it. Being queer, I definitely felt like I was misunderstood. There was also a kind of sexual oppression that I felt came from the church."
She continued, telling the interviewer that there was a specific verse in the Bible about masturbation that inspired her to write the song 'Heaven'.
"It’s Matthew 5:30: 'If your right hand causes you to sin, cut it off – it’s better to lose one part of your body than your entire body to hell.'
"I have my own sex toy, so it’s no secret that I am very sexually empowered. I also write, 'I met God just for a minute, sat in his house, took a look around and saw I didn’t fit in.' That song kicked off the album, and from there I ended up writing 'Holy F**k.'"
Despite the apparent controversy, it seems as though the album is doing well in the charts.
In August last year, Holy F**k managed to secure the number one spot on Billboard's Rock and Alternative Album chart to which Lovato wrote that she was "blown away and so beyond grateful" in a post on Instagram.
