Rihanna music video attracts Ofcom rebuke

Music channel WTF TV has been criticised by Ofcom for airing a music video by Rihanna featuring sexual bondage and sadomasochism when children could have been watching.
The video, for Rihanna's song 'S&M', features various sexually-charged images, including the pop singer dragging celebrity blogger Perez Hilton into a room of journalists by a lead and then whipping him.
Other segments contain images of Rihanna dressed up in rubber fetish outfits and licking an ice-cream encrusted with jewels in a "sexually suggestive manner".
The video has already been widely criticised for its explicit content and was labelled "inappropriate" for minors when a clip was posted on YouTube.
After the video aired on WTF TV at 11.25am on March 10, Ofcom received a complaint that it was "completely unsuitable" for broadcast in the daytime when children could be watching.
TV Two Ltd, owner of WTF TV, attempted to argue that the video was intended to be ironic, reflecting a fantasy version of how recent events in Rihanna's life have been reported in the tabloid press.
"Rihanna is a popular artist and… the video 'S&M' does not contain images of dominant/submissive practices in a pornographic style," the company added. 
"It reflects an artistic and soft interpretation of a reversal of roles in which Rihanna overpowers men. It is artistic and not dark or seedy."
TV Two also said that the video would be "likely to shock unknowing parents rather than the younger, street-wise consumer of the material".
In its verdict, Ofcom noted that the sexual themes in the video were presented in a "surreal, colourful and sometimes humourous manner, rather than representing strong fetish material or depicting real or realistic sadomasochistic practices".
However, it noted that the cumulative effect of the images along with the sexual lyrics of the song resulted in the video "conveying a powerful, sexualised fetish theme". 
The regulator also said that some of the behaviour in the video, such as Rihanna's face being covered with cellophane, could have "potentially dangerous consequences if imitated by children".
Despite ruling that the video was "not suitable" for children, Ofcom noted that WTF TV does not attract a large child audience, with the channel gaining a zero share in March. 
However, the regulator said that Rihanna is a high-profile singer, who is also popular among children, and the video received a lot of press attention earlier in the year. 
Ofcom pointed out that WTF TV did not place any time restriction on the video, meaning it would have been broadcast throughout the day when children could have been watching. 
"Ofcom noted the fact that, during daytime and before the watershed, other music channels only broadcast an edited version of this video," said the regulator.
"In light of the above factors, it is Ofcom's view that given the sexualised nature of the content and theme, and the at times inappropriate and potentially dangerous and imitable behaviour shown in this video, this material exceeded the likely expectations of the audience for this channel during daytime.
"For all these reasons, the licensee did not apply appropriate scheduling restrictions to this video so as to provide adequate protection to prevent children from viewing this material."
Ofcom said that it will shortly issue new guidance on the acceptability of material in music videos aired before the watershed. All music broadcasters will be required to attend a meeting with Ofcom to discuss compliance requirements going forward.