Never one to shy away from nakedness and sexiness in her videos and lyrics, Rihanna’s third single from fifth album ‘Loud’ merely continues what Rihanna has always done best – standing out from the crowd.

Rihanna leading Perez Hilton on a lead in the video for ‘S&M’. Image: VEVO

It was recently confirmed that fan favourite ‘S&M’ would be the next single from RiRi, following the number one successes ‘Only Girl (In the World)’ and ‘What’s My Name?’, featuring Canadian artist, Drake.

But the decision of the UK Official Charts Company to alter the name of ‘S&M’ to a far safer, PC ‘Come On’, for the ever offended Brits, has caused anger from Rihanna herself.

After this was pointed out to RiRi on Twitter, the Barbadian singer publicly spoke out, Tweeting “are you fucking kidding me???” in response to one fan. The whole situation seems very reminiscent of the controversy Britney Spears’ 2009 single ‘If U Seek Amy’ caused, when a reworked version of the song, entitled ‘If U See Amy’ was subsequently recorded for radio and TV, after the original title of the song was deemed too rude.

This isn’t the first piece of controversy the song has caused either. The bondage filled video, which features latex outfits, ball gags, whips, chains and Perez Hilton attached to a dog lead, has already reportedly been banned in 11 countries, with YouTube flagging it as “unsuitable for under 18s”.

Rihanna argues that she was “full nude” in the video for ‘Umbrella’, and the video is still to this day aired unedited, but the ‘S&M’ controversy looks set to rage on, with the BBC recently stating they won’t be airing the song before 7pm on Radio 1 until a re-worked version of the song is recorded.

The song currently sits at #20 in the Official UK Singles Chart, and is nearing the top ten on the UK iTunes Chart. Rihanna embarks on her worldwide tour later this year, and will be playing at the Motorpoint Arena in Sheffield on Saturday 19th November 2011.