Brazilians are known for their liberal attitudes towards sexuality, but apparently they draw the line at Paris Hilton. A beer ad running on television featuring the hotel heiress is now the subject of three separate investigations.
Hilton is the star of a commercial for a new beer called Devassa Bem Loura, which is Portuguese for "very blonde." Hilton is shown rubbing a beer can over her body while in a glass-walled high rise apartment. All of Brazil watches, taking pictures and rooting her on.
So what's the problem -- too much sex and booze, apparently. Brazil's advertising regulatory agency has launched three inquiries.
The first, spurred by a consumer complaint, will determine whether the ad violates the Brazilian beer ad code that specifies "appeals to Asensuality won't constitute the principal content of the message" and requires that "advertising models won't be treated as sex objects."
The second asks whether a Hilton promotion on the company Web site encourages excessive alcohol consumption.
The third was launched Wednesday at the request of the Brazilian government's Secretariat for Women's Affairs, which charges that content on the Web site, including Hilton pictures, are sexist and disrespectful to women.
Watch the ad and tell us what you think: