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YSL's Belle d'Opium Ad Banned In The UK

| Filed under: AnglophiliaDrugsAd CampaignsFragranz!Saint Laurent

The people in the UK really don't like fragrance ads, do they?

Britain's Advertising Standards Agency has yanked Yves Saint Laurent's Belle d'Opium fragrance commercial after a whopping 13 people complained about it.

The baker's dozen that had nothing better to do but call and complain said actress Melanie Thierry's actions "simulated drug use".

The ASA ultimately ruled that the commercial "could be seen to simulate the effect of drugs on the body" and "could be seen to simulate the injection of opiates into the body".


YSL obviously wasn't too happy with their decision and issued the following statement:

"YSL Beaut is disappointed that the ASA has upheld the small number of complaints about this advertisement for Belle dOpium. 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. Nonetheless, when the ASA told YSL that there had been some complaints about the advertisement, YSL, as a responsible advertiser, amended the advertisement in order to avoid any possible misinterpretation."

Watch the ad (above) and let us know what U think.

Does YSL's commercial simulate drug use???

View Results

Does YSL's commercial simulate drug use???

  • No (73%)
  • Maybe (17%)
  • Yes (10%)

Total Votes: 4,948

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