London, Feb 2 (IANS) A L’oreal ad featuring actress Rachel Weisz has been banned by Britain’s Advertising Standards Authority (ASA), which found it “misleadingly exaggerated”.
ASA ruled that the 41-year-old’s complexion had been digitally changed in the image used to promote L’Oreal Paris Revitalift Repair 10, making it appear smoother.
The ASA also ruled the ad could not be used again in its current form and warned L’Oreal against using post-production techniques to misrepresent what their products can achieve, reports contactmusic.com.
The ASA ruling said: “Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz’s 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 (in the advert) ‘skin looks smoother’ and ‘complexion looks more even’.”