The beautiful French actress, promoting the luxury fragrance Belle D'Opium, drew a finger down the inside her arm as if injecting herself. She was then seen writhing, apparently out of control, before suddenly dropping to the floor. Finally, a voice-over stated: “I am your addiction, I am Belle D’Opium. The new fragrance by Yves St Laurent.” The carefully choreographed imagery, together with the name of the perfume, were, unmistakably, making references to injecting heroin, according to Daily Mail.
The Advertising Standards Authority has announced a ban on the TV commercial on the grounds it was irresponsible.