Perfume ad banned for simulating drug use

The Advertising Standards Authority (ASA) has banned a TV ad for an Yves Saint Laurent (YSL) perfume, Belle D'Opium, for simulating drug use.

The ad features a woman dancing to a drumbeat before pointing to her inner elbow and running her finger down her forearm.

The woman falls to the floor while the voiceover says "I am your addiction, I am Belle D'Opium. The new fragrance by Yves Saint Laurant".

YSL said it took its social responsibility very seriously, adhering to a strict code of business ethics.

The ASA said: "We were concerned that in the context of the ad, Belle running her finger down her inner arm could be seen to simulate the injection of opiates into the body.

"We were also concerned that following that scene, [the woman] was shown moving in a series of short, rapid scenes, before the ad concluded with her body seizing upwards while lying on the floor, an action we considered could be seen to simulate the effect of drugs on the body.

The regulator ruled the ad must not appear in its current form.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).