U.K. Pulls Two L’Oreal Ads for Being Overly-Airbrushed

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Categories: Fashion

photo source: loreal/the guardian uk

The U.K.’s Advertising Standards Authority has pulled two L’Oreal ads that feature Christy Turlington and Julia Roberts, stating that they are overly-airbrushed.

Jo Swinson, a liberal Democrat member of parliament who has waged a long-running campaign against “overly perfected and unrealistic images” of women in advertisements, filed a complaint with the Advertising Standards Authority about the magazine campaigns run by Lancome and Maybelline, which are owned by L’Oreal.

The ASA ruled that both ads broke the standards code for exaggeration and being misleading. The ads have since been banned from future publication.

The Lancome ad featured Julia Roberts promoting a foundation called Teint Miracle, which claims it creates a “natural light that emanates from beautiful skin.” The ad was shot by fashion photographer Mario Testino.

The Maybelline ad shows Turlington promoting a product called The Eraser, a foundation that claims to have anti-aging properties. In the ad, parts of Turlington’s face are shown both with and without foundation, in order to show the purported effects of the product.

Swinson, however, argued that the images of both women had been digitally altered, and were “not representative of the results the product could achieve.”

If you ask me, it’s about time someone started cracking down on Photoshopping ads and magazines (and well, everything else). I always hate seeing mascara ads and reading fine print that says the model is wearing false eyelashes. What are they advertising, the mascara or the false lashes? Photoshopping ads to hype a product is dishonest. What do you guys think?


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