The U.K.'s Advertising Standards Authority, which bans ads they believe are ill-suited for viewing by society, which they must think is very impressionable, has banned a commercial for YSL's Belle d’Opium perfume. They have issue with the modern dance performed by actress Mélanie Thierry, who points a finger at her arm. According to WWD, it took only thirteen complaints to get the ad ripped from the air:
After receiving complaints about the ad from 13 viewers on the grounds that it is “irresponsible and offensive, because the [actress Melanie 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.”
YSL denies that the dance was meant to promote use of heroin or other drugs. The commercial's choreographer, now in the strange position of having to defend his work, said the moves represent "the inner energy, the inner passion and the inner desire in Belle [the ad’s character]" and "a sense of life being given out of the earth." The ASA may as well ban dancing at all nightclubs, because quite a few people in this world look as though they are on something when they dance.