Socialite Paris Hilton has generated a huge anger in people in Brazil with her new sloppy advertisement for a beer company.

"It's an ad that devalues women - in particular, blond women. The problem with the ad isn't a lack of clothing, but its sensual nature", said a spokesperson. The beer label also features an Internet campaign with the Hilton star wearing lingerie and high heels.

It is reported that the commercial presents the 29-year-old 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, translating her naughtiness.

Eduardo Correia, a spokesperson for regulation company Conar, which has reportedly launched three investigations into the campaign, post that the commercial is particularly offensive because it doesn’t take place on a beach.

The ad has fetched much criticism, and has been claimed as derogatory for women by Brazil's Secretariat for Women's Affairs.

Hilton was reported to be in Brazil last week during the Carnival for the launch of the ad campaign. Photos from the launch party depicted her crawling on the floor with beer can in hand during the extravagant samba parades.