Music TV channels will be issued with new guidance after an unedited version of Rihanna's controversial S&M video was broadcast before the watershed.
Watchdog Ofcom said that the video had a "significant sexual fetish, bondage and sadomasochistic nature".
The singer walks a man on a leash and whips him, adopts sexualised positions with blow-up dolls, and dresses up in rubber and latex fetish outfits in the video.
The video and song, which contains lyrics such as "sticks and stones may break my bones but chains and whips excite me" was broadcast at around 11.30am in March by WTF TV.
Ofcom said 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", the broadcaster was in breach of the broadcasting code.
It is calling on music video channels to attend a meeting and will be issuing new guidance on the issue.
Ofcom recently ruled against the broadcast of a Flo Rida video on MTV and 4Music that was broadcast before the 9pm watershed.Reuse content