YSL Belle d'Opium Ad Banned for Simulating Drug Use


Britain's Advertising Standards Authority has delivered Yves Saint Laurent a major buzzkill.

The brand's Belle d'Opium fragrance ad has been banned in the U.K. for simulating drug use, the Telegraph reports.

The commercial—which drew 13 viewer complaints—features actress Melanie Thierry dancing wildly as she runs her finger down her arm and says, "I am your addiction, I am Belle d'Opium."

"The advertisement was not intended to make any reference to drug culture but to promote the sensuality and seductive qualities of the fragrance in keeping with the Opium brand, which was launched by Yves Saint Laurent over 30 years ago," a YSL Beauté spokesperson says.

"In a consumer test in France before the advertisement was broadcast, no connection with drugs was perceived. Further consumer tests carried out in the U.K. after broadcast confirmed YSL's view that the Belle d'Opium advertisement was not contentious."

Get the full story at the Telegraph.

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