Brazil's Secretariat for Women’s Affairs claims the ad devalues women - in particularly blonds according to a report from the Associated Press. Regulations in Brazil are clear - beer commercials cannot treat a woman as an overtly sensual object - not even if the woman in question is Paris Hilton.



Loosely translated, Devassa means wild, wanton, and wicked and Bem Loira means truly blond. The wicked, truly blond brew is made by Grupo Schincario which hasn't returned calls from the media. The two blonds, beer and gal, are also featured in an Internet campaign where Hilton wears lingerie and high heels.