UK bans retouched cosmetics adverts
Source: Agencies |
July 28, 2011, Thursday
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Print Edition
Print Edition
TWO L'Oreal cosmetics adverts featuring actress Julia Roberts and supermodel Christy Turlington were yesterday banned in the UK by the Advertising Standards Agency following complaints by a member of parliament.
Liberal Democrat MP Jo Swinson said the magazine adverts for foundations made by Maybelline and Lancome, both owned by L'Oreal, were misleading because the photos had been digitally altered.
The ASA upheld her claim and banned adverts for Maybelline's The Eraser foundation, featuring Turlington, and Lancome's Teint Miracle, starring Roberts, saying there was insufficient evidence to show the retouched images accurately reflected what the products could achieve.
Swinson said: "Excessive airbrushing and digital manipulation techniques have become the norm, but both Christy Turlington and Julia Roberts are naturally beautiful women who do not need retouching to look great."
Lancome defended the image of Roberts as an "aspirational picture" of what the product could do and said her luminous complexion in the advert was down to her natural beauty and lighting used by photographer Mario Testino. It said changes made by digital enhancement were not "directly relevant" to what the product was meant to achieve.
Maybelline said they believed the advert accurately portrayed what The Eraser could achieve despite airbrushing and pointed out that crow's feet and other lines were still visible in the retouched image.
Lancome and Maybelline expressed disappointment that the adverts had been banned. Both said scientific tests proved the effectiveness of their products.
Liberal Democrat MP Jo Swinson said the magazine adverts for foundations made by Maybelline and Lancome, both owned by L'Oreal, were misleading because the photos had been digitally altered.
The ASA upheld her claim and banned adverts for Maybelline's The Eraser foundation, featuring Turlington, and Lancome's Teint Miracle, starring Roberts, saying there was insufficient evidence to show the retouched images accurately reflected what the products could achieve.
Swinson said: "Excessive airbrushing and digital manipulation techniques have become the norm, but both Christy Turlington and Julia Roberts are naturally beautiful women who do not need retouching to look great."
Lancome defended the image of Roberts as an "aspirational picture" of what the product could do and said her luminous complexion in the advert was down to her natural beauty and lighting used by photographer Mario Testino. It said changes made by digital enhancement were not "directly relevant" to what the product was meant to achieve.
Maybelline said they believed the advert accurately portrayed what The Eraser could achieve despite airbrushing and pointed out that crow's feet and other lines were still visible in the retouched image.
Lancome and Maybelline expressed disappointment that the adverts had been banned. Both said scientific tests proved the effectiveness of their products.
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