Paris Hilton's new TV commercial for a burger chain has sparked furore in the US, with family groups calling for it to be pulled out.

Her antics in the recently debuted commercial for Carl's Jr - where the hotel heiress is seen in a revealing black bikini washing a Bentley and sensuously covering herself and the vehicle with suds - have proved to be too raunchy for Parents Television Council, reports the Internet Media Database.

"This commercial is basically soft-core porn. It's inappropriate for television," said Melissa Caldwell, research director of the group that plans to mobilise its million-strong members to protest and is considering asking the Federal Communications Commission (FCC) to declare the ad indecent.

Marketing chief for Carl's Jr, Brad Haley, said in a statement issued before the commercial began airing last week: "Paris was chosen to star in the ad because she is an intriguing cultural icon and the 'it girl' of the moment. She fascinates Carl's Jr's most loyal customers, 'young, hungry guys', as well as 'young, hungry gals'."