The Advertising Standards Authority has recently handed down a decision upholding complaints against a television advert produced by YSL Beauté Ltd for being irresponsible and offensive.

The advert, which included images of a woman pointing to her inner elbow and running her finger along the inside of her forearm was deemed to simulate the injection of opiates into the body. Further, imagery of her body seizing upwards while lying on the floor was held to be seen to simulate the effect of drugs on the body.

Despite the careful choreography and styling of the ad for the Belle D'Opium fragrance not being called into question in addition to consumer research produced by YSL which indicated that consumers had not interpreted the ad in that way, the ASA nevertheless held that the ad went too far in its depiction of the addictive qualities of the fragrance. The ad must not be broadcast again in its current form due to the upheld breach of the BCAP Code.

The adjudication acts as a stark reminder for the fashion industry as to the level of scrutiny which must be paid to the BCAP Code rules when advertising products.