An advertisement for Yves Saint Laurent (YSL) perfume displaying a woman simulating drug use has been banned in UK.
The ad for Belle D'Opium features a woman running her finger along the inside of her forearm and lying on the floor as a voiceover said: "I am your addiction. I am Belle D'Opium."
AdvertisementIt prompted complaints from 13 viewers who said it simulated drug use, reports the BBC.
YSL said its research showed consumers had not interpreted the ad in that way. The company also said it had not intended to use drug imagery.
But the Advertising Standards Authority (ASA) said it was concerned that the image of the woman running her finger down her inner arm could be interpreted as the injection of opiates into the body.
The ASA also said it was concerned that the image of the woman moving in a series of short, rapid scenes, before the advert concluded with her body seizing upwards while lying on the floor, could be seen to simulate the effect of drugs on the body.
"While we noted the consumer research found that most viewers did not consider the ad to be offensive, we nevertheless considered the woman's actions simulated drug use, and therefore concluded it was irresponsible and unacceptable for broadcast," the ASA said.
The ASA ruled that the advert must not be broadcast again in its current form.