A parents group has slammed the raunchy dance routine dance featuring Rihanna and Britney Spears at the Billboards Music Awards and called boycott of the show's sponsors.
The Parents Television Council called the risque performance a 'Vegas stripper show' and said it totally was unsuitable for young children.
The pressure group have called on families to boycott advertisers who bought airtime when the show was screened on the ABC network which is owned by family friendly Disney.
Whipping up a frenzy: Rihanna and Britney Spears put on a racy performance at the Billboard Awards on Sunday night
Tim Winter, spokesman for the Parents Television Council, said: 'It certainly has no place at 8:00 p.m. on the publicly-owned broadcast airwaves.'
'I cannot imagine what would possibly lead the ABC television network to air a profanity-laced, S&M sex show on primetime broadcast television.
'The overtly sexualized performance by Rihanna and Britney Spears was no accident or mishap, but a deliberate effort to target teens with images and lyrics that glamorize whips, chains and other sexual fantasies.'
Rihanna, 23, first appeared in a figure hugging white outfit and gyrated on stage to her hit 'S&M' as male dancers pawed at her body.
Clinch: The pair got up close and personal during the show
Spears later joined her on stage as the pair pole danced before sharing a kiss and a wild pillow fight.
The pair wore matching bondage style outfits for the show in Las Vegas.
The PTC, which monitors programmes on US television, urged its members to take action.
It said: 'This is not the first time the Billboard Music Awards have shoved extreme content at viewers. In 2002, Cher used the F-word; the next year, the Awards featured Nicole Richie saying, 'Have you ever tried to get cow s*** out of a Prada purse? It's not so f***ing simple.'
Rated R: The Parents Television Council called the risque performance a 'Vegas stripper show'
'But this time, it was not an accidental, unplanned “slip of the tongue.” Rihanna’s routine was obviously well-rehearsed. Disney, ABC, and their advertisers knew EXACTLY what they were getting – yet they chose to put it on the air and sponsor it anyway!
'If YOU are sick and tired of Hollywood dumping explicit sex shows into your living room, TAKE ACTION!
'Contact ABC-Disney and the show’s advertisers -- Chevrolet, Old Navy and McDonalds, among others -- and let them know that you plan to “vote with your wallet” next time you’re shopping!
'The network and every sponsor must explain to the public why they would use their ad dollars and squander their good-will with America's families by delivering S&M themes and imagery to teen audiences.'
A spokesman for ABC was unavailable for comment.
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