ASA upholds complaints about YSL's Belle D’Opium advert
Television advert deemed \'irresponsible and unacceptable for broadcast\'
The Advertising Standards Authority (ASA) has upheld thirteen complaints by the viewing public that a television advert screened by YSL for its Belle D’Opium fragrance, simulated drug use and was therefore irresponsible.
The viewers objected to the fact that in the advert the woman, Belle, was seen to run her finger along the inside of her forearm as the voiceover stated: “I am your addiction, I am Belle D’Opium”. It was felt that the combined imagery and voiceover were both irresponsible and offensive as they simulated drug use and the effects that drugs could have on a person.
In response to the complaints, YSL said it took its responsibility seriously and adhered to a strict code of business ethics which governed how it behaved. YSL also said that it did not intend to use drug imagery in the advert and that it had conducted consumer research that showed consumers had not interpreted the advert in this way.
Nevertheless the ASA has upheld the complaints saying: “We were concerned that in the context of the advert, Belle running her finger down her inner arm could be seen to simulate the injection of opiates into the body. While we recognised that the name Opium is a well known designer perfume brand and do not consider it irresponsible or offensive to advertise Opium branded products, we nevertheless considered the woman’s actions simulated drug use and therefore it was irresponsible and unacceptable for broadcast.”
The ASA has ruled that the advert must not be broadcast again in its current form.