Excited-state symmetry breaking (ES-SB) is common to a large number of multibranched electron donor−acceptor (DA) molecules in polar environments. During this process, the electronic excitation, originally evenly distributed over the molecule, localizes, at least partially, on one branch. Due to the absence of an unambiguous spectroscopic signature in the UV−vis region, electronic transient absorption (TA) has not been the method of choice for real-time observation of this phenomenon. Herein, we demonstrate that the Laporte rule, which states that one-photon transitions conserving parity are forbidden in centrosymmetric molecules, provides such clear signature of ES-SB in electronic TA spectroscopy. Using a dicyanoanthracene-based D−A−D dye, we show that transitions from the S1 state of this molecule, which are initially Laporte forbidden, become allowed upon ES-SB. This leads to the rise of new TA bands, whose intensity provides a direct measure of the extent of asymmetry in the excited state.