Naked Sophie Dahl ad banned

The most-complained-about advert in five years

A controversial billboard advert showing a naked female model in a suggestive pose has been banned by the Advertising Standards Authority ruling.

The Yves Saint Laurent Opium perfume advert featuring Sophie Dahl attracted 730 complaints, making it one of the most complained about in the ASA's history.

It clearly caused serious and widespread offence

Christopher Graham
Advertising Standards Authority

On Monday evening the watchdog ordered all the posters to be withdrawn because they are "degrading" to women and offensive.

Christopher Graham, ASA director general, said the poster was sexually suggestive and likely to cause "serious or widespread offence" thereby breaking the British Codes of Advertising and Sales Promotion.

The ruling may also force Yves Saint Laurent, part of the Italian luxury goods maker Gucci Group NV, to have its posters pre-vetted for up to two years if the Committee of Advertising Practice requests it.

Earlier this month Plaid Cymru backbencher Brian Hancock complained that one of the Opium posters was on the Welsh Assembly doors.

There has been no comment from the Yves Saint Laurent company.