Perfume ad banned over drug use images

An advert for an Yves Saint Laurent perfume has been banned for appearing to show a woman simulating drug use.

The TV ad for Belle D'Opium perfume showed a woman dancing to a drum beat, pointing to her inner elbow and running her finger along the inside of her forearm. She was then shown lying on the floor as a voiceover said: "I am your addiction. I am Belle D'Opium. The new fragrance by Yves Saint Laurent."

Thirteen viewers complained that the advert was irresponsible because the woman's actions simulated drug use. The Advertising Standards Authority said it was concerned that the image could be seen to simulate the injection of opiates into the body. YSL said it did not intend to use drug imagery.