Sunday 4 December 2016

Weisz advert ban after MP complains

Published 01/02/2012 | 08:43

The watchdog has banned a L'Oreal advert featuring a digitally retouched image of Rachel Weisz
The watchdog has banned a L'Oreal advert featuring a digitally retouched image of Rachel Weisz

An advert featuring a digitally retouched image of actress Rachel Weisz has been banned after a complaint from an MP.

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The Advertising Standards Authority (ASA) said the image used to promote L'Oreal Paris Revitalift Repair 10 was altered to change Rachel's complexion, making it appear smoother and more even.

The watchdog said the advert, featuring the 41-year-old star, best known for roles in Chain Reaction and The Constant Gardener, could not be used again in its current form and warned L'Oreal against using post-production techniques to misrepresent what their products can achieve.

It was judged to be in breach of the industry code and it "misleadingly exaggerated" the performance of the product, according to the ASA, which upheld a complaint from Scottish Liberal Democrat MP Jo Swinson.

Ms Swinson, co-founder of the Campaign for Body Confidence and MP for East Dunbartonshire, said: "The beauty and advertising industries need to stop ripping off consumers with dishonest images.

"The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call.

"Thankfully the advertising regulator has again acknowledged the fraudulent nature of excessive retouching."

L'Oreal, in response to the complaint, said it "sought to represent Rachel Weisz as favourably as possible and therefore every effort had gone into ensuring the most flattering set-up".

The cosmetics company said it used a lot of light, soft focusing and lower resolution to make the image more flattering and pointed out that "the ASA had previously ruled that cosmetics ads could present their product in the best possible light".

Press Association

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