'Scrunched' faces spark anti-wrinkle ad gripes
Two advertisements involving anti-wrinkle treatments fell foul of the watchdog after members of the public complained that models had their faces scrunched up in the 'before' photos.
The Advertising Standards Authority of Ireland (ASAI) upheld five complaints against advertisers in its quarterly bulletin.
In one complaint upheld by the authority, posts on the Facebook page of the Eden Medical Group were deemed to be misleading.
They had featured before and after anti-wrinkle treatment photos.
The complainant claimed the photos featured the client with scrunched up features to make it appear that post treatment, when the client appeared with a relaxed expression, all the lines and crevices had disappeared.
A similar complaint was upheld against the Sisu Aesthetic Clinic in Cork, which had posted photographs on Instagram.
The complainant considered the advertising to be misleading. She said 'before' treatment photographs had a model's face scrunched up and frowning to emphasise her wrinkles, while in the after anti-wrinkle treatment photographs her face appeared relaxed.