Rihanna has sparked a backlash in France after her We Found Love video was deemed too raunchy for daytime viewers.

Officials at the Supreme Audiovisual Council of France have banned the gritty promo from airing on TV before the watershed at 10pm due to its explicit content.

Authorities criticized Rihanna's "self-destructive" behavior in the video, which features the singer smoking cigarettes, shoplifting and being spanked.

She is also cited for appearing in saucy scenes of "pronounced suggestive" content with British boxer/model Dudley O'Shaughnessy.

It is not the first time Rihanna's videos have caused controversy - the clip for her provocative single S&M was banned in more than 10 countries.