PARIS HILTON PUTS ON A PEEP SHOW FOR A BRAZILIAN BEER COMPANY!

Brazil, home of topless beaches and wax, may have finally found something that offends its sexual sensibilities: Paris Hilton.

Brazil's in-house advertising regulatory agency Conar is conducting three separate inquiries into whether Hilton's ad for a new Brazilian beer, Grupo Schincariol's Devassa Bem Loura, violates the country's advertising codes by using sex to sell an alcoholic beverage and treating Hilton as a sex object.

Now who'd do a thing like that?

Hilton's one-minute spot for the new beer, whose name is Portuguese for "Very Blonde," debuted last month during Carnival. It features Hilton, in a tight black dress and indeed looking very blond, taking a beer from the fridge and running the cold can down her body.

Because she's doing this behind a full glass window, a photographer in another building begins snapping her picture and a crowd gathers below to watch.

According to Ad Age's Brazilian partner Meio & Mensagem, Conar has already launched three investigations into the ad.

The first, spurred by a consumer complaint, will determine whether the ad violates the Brazilian beer ad code that specifies "appeals to Asensuality won't constitute the principal content of the message" and requires that "advertising models won't be treated as sex objects."

The second asks whether a Hilton promotion on the company Web site encourages excessive alcohol consumption.

The third was launched Wednesday at the request of the Brazilian government's Secretariat for Women's Affairs, which charges that content on the Web site, including Hilton pictures, are sexist and disrespectful to women.

Devassa is required to file a formal response to these complaints within 10 days.

Meanwhile, though there has been no official confirmation, company officials presumably are doing cartwheels over a bonanza of publicity that's burning up the Brazilian blogosphere.

It also must be satisfying to Hilton, who in the U.S. is famous for being famous. In Brazil, she could be famous as the beer girl in the little black dress.