By  on February 2, 2011

LONDON — Britain’s Advertising Standards Agency has banned a television ad for Yves Saint Laurent’s Belle d’Opium fragrance and said in a ruling that it must not be broadcast again in the U.K. in its current form.

After receiving complaints about the ad from 13 viewers on the grounds that it is “irresponsible and offensive, because the [actress Mélanie Thierry’s] actions simulated drug use,” the ASA ruled that one of the scenes in the spot “could be seen to simulate the effect of drugs on the body” and another “could be seen to simulate the injection of opiates into the body.”

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