July, 27, 2011

L’Oreal UK ads banned for retouched photos


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(Reuters) – Two L’Oreal cosmetics adverts featuring actress Julia Roberts and supermodel Christy Turlington were banned in Britain by the Advertising Standards Agency on Wednesday, following complaints by MP Jo Swinson.

Liberal Democrat MP 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 the adverts for Maybelline’s “The Eraser” foundation featuring Turlington and Lancome’s “Teint Miracle” starring the brand’s ambassador Roberts, saying there was not enough evidence to show the retouched images accurately reflected what the products could achieve.
“Excessive airbrushing and digital manipulation techniques have become the norm, but both Christy Turlington and Julia Roberts are naturally beautiful women who don’t need retouching to look great,” said Swinson.
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 the photographer Mario Testino. It said changes made by digital enhancement were not “directly relevant” to what the product was meant to achieve….


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