YSL Belle D’Opium banned

Monday, 07 February 2011
Following the footsteps of controversial billboard advert featuring a naked Sophie Dahl for Yves Saint Laurent Opium, now the sister fragrance is banned for simulating drug use. The YSL Belle D’Opium television commercial is banned from the British silver screen by the Advertising Standards Authority (ASA). According to the institution ‘Belle’ played by French actress Melanie Thierry simulates drug use when she dances, which is unacceptable to broadcast says ASA.

The ASA commented: “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, Belle 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.”

With 730 complaints, the Opium perfume with Sophie Dahl is still by far one of the most controversial commercials in ASA's history. YSL Belle D'Opium received 13 official complaints.