A magazine advertisement for a LOreal anti-wrinkle product featuring Hollywood star Rachel Weisz has been banned by Britains industry watchdog the Advertising Standards Authority for misleadingly exaggerating its performance.
The ASA had been asked to rule on a two-page magazine advertisement which appeared in September,2011,after parliamentarian Jo Swinson said it misrepresented the results the product could achieve.
Swinson is co-founder of the Campaign for Body Confidence and has successfully complained to the ASA before about images that were digitally enhanced. The image promoting LOreals Revitalift Repair 10 product features a close-up,black-and-white image of Weiszs face.
In its ruling published on Wednesday,the ASA said that the advertisement must not appear again in its current form. We told LOreal Paris to ensure that they did not use post-production techniques in a way that misrepresented what was achievable using the advertised product. Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weiszs 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.