ASA Orders Withdrawal Of Opium Ad After Most Complaints Since 1995

The Advertising Standards Authority (ASA) has ordered Yves Saint Laurent to withdraw all of the posters advertising its Opium perfume, after receiving more than 730 complaints about the image they portray.

The poster features a photograph of famously curvaceous model Sophie Dahl sprawled naked across a fur rug, in what appears to be an attitude of sexual ecstasy. Complainants have argued that the poster is offensive, degrading to women and unsuitable for display in a public place. The ASA’s ruling Council considered that the image was indeed sexually suggestive and likely to cause “serious or widespread offence”.

The number of complaints, which continues to rise, makes it the most complained about poster since 1995. As such it has attracted a large amount of press attention, leading to the photo of Dahl being reproduced in many newspapers. Coverage like this undoubtedly cuts through the clutter of perfume ads around during the festive season, and may not be all bad news for a brand which was in its heyday during the power-dressing ’80s.

The future may not be so bright however, as Yves Saint Laurent could find itself subject to the inconvenience of the Committee of Advertising Practise’s recently introduced pre-vetting procedure. Developed in 1998, the system is designed to stop companies from deliberately and irresponsibly running provocative or controversial posters.

If the British Codes of Advertising and Sales Promotion on taste and decency or social responsibility are broken by an advertiser, it may be given a Poster Alert, which means it is required to submit all posters for the product or service in question to a pre-vetting procedure over a period of up to two years. Underwear manufacturer Gossard is among the companies recently incurring such a penalty.

ASA: 020 7580 5555

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