Advertising Watchdog Bans Two L'Oreal Ads Featuring Airbrushed Celebrities

The Advertising Standards Authority (ASA) has banned two L'Oreal ads for using airbrushed images of model Christy Turlington and actress Julia Roberts, calling them 'misleading'.

MPs are now under increasing pressure by the advertising watchdog to ban campaigns featuring airbrushed images if they are found to be 'socially irresponsible'.

The ASA has ruled the ads for the L'Oreal owned Maybelline and Lancome make-up brands should not continue to run after receiving complaints from Jo Swinson MP. She acted on behalf of the anti-airbrushing 'Campaign for Body Confidence', which she co-founded last year with fellow Lib Dem MP Lynne Featherstone.

The campaign has provided a dossier of evidence to the ASA which it claims prove links between airbrushed ideal images of men and women and mental health disorders such as depression and anorexia, in particular among young people.

L'Oreal has admitted that the Maybelline ad used "post production techniques" but defended itself by claiming the image "accurately illustrated the results the product could achieve".

Swinson commented: "This ruling demonstrates that the advertising regulator is acknowledging the dishonest and misleading nature of excessive retouching... This ban sends a powerful message to advertisers - let's get back to reality."

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