Digitally enhanced Rachel Weisz L'Oreal anti wrinkle cream advert banned
AN advert showing actress Rachel Weisz wearing a L'Oreal Paris anti-wrinkle cream has been banned as misleading because the photograph had been digitally enhanced.
Rachel Weisz at a film premiere in 2011 and (right) the L'Oreal anti-wrinkle cream advert Photo: Rex Features
Advertising watchdogs said the cosmetic firm had used post-production techniques to misrepresent what was achievable by women.
But they rejected complaints about a second L'Oreal magazine advert featuring actress Jane Fonda wearing moisturiser as no changes had been made to that picture.
Scottish MP Jo Swinson, who has campaigned against cosmetic firms using post-production techniques, complained to the Advertising Standards Authority in the UK that the Rachel Weisz magazine advert was misleading.
She believed the close-up, black and white picture had been digitally manipulated.
The advert claimed : "New Revitalist Repair 10. Our first multi-tasking anti-ageing moisturiser targets 10 signs of ageing in one."
The industry watchdog said: "Re-touching images is acceptable so long as the resulting effect was not one which misleadingly exaggerated the effect that the product was capable of achieving.
"Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz's face, we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even.
"We therefore concluded that the image in the ad misleadingly exaggerated the performance of the product in relation to the claims 'skin looks smoother' and 'complexion looks more even.'"
They said it breached industry rules relating to misleading advertising and exaggeration.
L'Oreal said it had sought to represent the actress as favourably as possible.
Six readers complained about the photo of Jane Fonda in the same firm's advert for Age Re-Perfect moisturiser.
They said it misleadingly exaggerated the effect that could be achieved.
But the ASA said: "The overall appearance of the image of Jane Fonda that appeared in the ad had not been significantly modified.
"We therefore concluded that the image in the ad did not exaggerate the effect that could be achieved by the product and that the ad was not misleading."