Advertising watchdog bans two airbrushed adverts
- Genevieve Sibayan
- On July 27, 2011
Digital airbrushing techniques for cosmetic and fashion adverts and photographs are not new and when an non-airbrushed shoot is published, it makes headline for it’s rarity. Two cosmetic campaigns featuring the airbrushed images of actresses Julia Roberts and supermodel Christy Turlington have been banned by the advertising watchdog following a complaint from Liberal Democrat MP Jo Swinson.
Jo Swinson complained to the ASA as the pictures used in cosmetic giant L’Oreal’s magazine campaigns were misleading and “not representative of the results the products could achieve” because they had been digitally manipulated.
The Advertising Standards Authority upheld the claim, agreeing that the images – used to promote products from the company’s Lancome and Maybelline brands – breached the advertising standards code for misleading and exaggeration.
L’Oreal’s two-page advert featuring Roberts, the current face of Lancome, promoted a foundation called Teint Miracle, while Turlington featured in a Maybelline campaign for an “anti-ageing” foundation called The Eraser. Both have now been banned from publication. The MP for East Dunbartonshire, said the two adverts were “particularly bad examples of excessive re-touching” which misled consumers. Speaking on BBC Radio Scotland’s Good Morning Scotland programme she said “Even if women do know they are being lied to, it doesn’t make it right. We should have honesty in advertising – that’s a basic principle of our advertising laws.”
L’Oreal answered the complaint admitting post-production techniques had been used and claiming its advert featuring Turlington to “lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows, accurately illustrated the results the product could achieve.” They also said the flawless skin in the image of Roberts was down to her “naturally healthy and glowing skin”, adding the product had taken 10 years to develop.
The ASA upheld the complaint as they L’Oreal refused to provide the original photographs taken of the actress and the model. What’s your opinion? Is it right that Supermodels and Actresses are deemed not beautiful enough without digital enhancement?
Sign up for our mailing list.
Top Posts & Pages
- THE RAID 2 gets a cinema release date
- 6 Tips to Spring clean your love life and WIN a We-Vibe Thrill!
- Sponsored Video: CNBC Premiere Money Talks Sneak Peek
- Main Page
- Sponsored Video: Plants Vs Zombies Garden Warfare relased for XBox One
- WIN Magi the Labyrinth of Magic on DVD!
- Our Top 10 TV Detective Stories Abroad
- WIN Escape Plan starring Sly and Arnie on Blu-ray!
- Sponsored Video: Kermit's advice on how to "be more tea" with Lipton
- Sponsored Post: Three New Things to be championed by Virgin Media Business
- Interview With Room 8 Director James Griffiths | Cult Hub on Bombay Sapphire Team with Tribecca Film Fest to Launch Imagination Film Competition
- The Best of Cult Hub 2012 | Cult Hub on London 2012 Olympic Medals Unveiled
- My Top 10 of 2013 | Reece's Pieces on The World’s End Review
- Jacob on Nick Knight Shoots Diesel Campaign Entirely on an iPhone
- I went to the STAR WARS VII open casting and this was my experience… | Cult Hub on World Finalists Announced for Uncharted 3: Drake’s Deception Auditions in LA