Burberry, Chanel and Swedish clothing firm H&M all dropped Moss from their ad campaigns after the photos were published, and British cosmetics company Rimmel London said its contract with Moss is under review.

Moss issued an apology taking "full responsibility for my actions" and adding: "I also accept that there are various personal issues that I need to address and have started taking the difficult, yet necessary, steps to resolve them."

But industry observers noted the hypocrisy of the backlash against the Moss photos, noting that it's hardly shocking that supermodels take drugs. "The industry saw the warning signs. Others saw the warning signs. Something should have been done sooner," said pop-culture lecturer Cary Cooper of Lancaster University.

Moss first appeared topless in clothing ads at age 14, has been hospitalized for "exhaustion," and has long been the subject of allegations of cocaine use. She recently settled a libel suit against the tabloid Daily Mail over a story that claimed she had to be revived from a cocaine-induced coma.

"She's been doing it for years, and we all know it," said London resident Marilena Rossina, 38. "It's not like cocaine is something new in the modeling industry. But I'm worried about her (three-year-old daughter) and she's in the public eye -- a role model for a lot of teen girls."

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