MercoPress. South Atlantic News Agency

Brazil could ban “Naughty blonde” beer ad featuring Paris Hilton

It’s none of the usual scandal, but the ad is “demeaning to women”

Paris Hilton is causing a stir in Brazil, where a government department has claimed a one minute beer commercial in which she stars is demeaning to women, particularly blondes.

“It's an ad that devalues women - in particular, blonde women,” according to a spokeswoman for the Women's Affairs secretariat who said it received numerous complaints.

The ad features 29 year hotel heiress in a short black dress preening and rubbing a can of Devassa beer on her to the delight of onlookers watching through her window. Brazil's regulations say beer commercials cannot treat women as overtly sensual or sexual objects.

Many Brazilian beer ads feature women in bikinis -- but a key difference is that those are set on the beach, said Eduardo Correia, a spokesman for the regulator Conar, which has opened three separate investigations into the campaign.

“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.”

Conar is a private agency that cannot legally force a company to remove an ad. 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.

Devassa, which means “naughty” in the most gentle of translations, is made by Grupo Schincariol. Devassa's Bem Loura - 'Very Blonde' - beer also features an internet campaign with Paris wearing lingerie and high heels.

Paris was in Brazil last week during the Rio carnival for the opening of the ad campaign. Photos in local newspapers showed her crawling on the floor in a VIP room during the extravagant samba parades.

The beer is required to respond to the complaints within 10 days.

 See:  Paris Hilton - Devassa Bem Loira Commercial Brazil