The war on Photoshop rages on.A L’Oréal advertisement featuring Oscar winner Rachel Weisz has been banned in the UK for “misleadingly exaggerate[ing]” the anti-wrinkle cream’s promised effect.
Britain’s advertising watchdog the Advertising Standards Authority ruled against the two-page spread that boasts, “It’s not a face lift, it’s Revitalift.” (Yeah, and a bunch of expensive photo-editing software).
Afraid to offend the 41-year old London native, the ASA released an incredibly tactfully crafted statement:
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.
In other words, she looks good but not that good.
While UK is notorious for banning overtly sexual advertisements—a Dakota Fanning ad for Marc Jacobs’ perfume was banned for “sexualizing children”… it might have been the perfume bottle positioned at her crotch that did it—the campaign to end overphotoshopped ads has recently picked up steam.
Just last year, Maybelline and Lancôme ads featuring Christy Turlington and Julia Roberts, respectively, were banned by the ASA for excessive air brushing. You would think that L’Oréal would have taken a hint.
British lawmakers actually tried (and failed) to ban all Photoshopping in ads in 2009, and they aren’t the only ones. Similar bans have actually been discussed in the U.S., inspired by an insanely Photoshopped ad for Cover Girl mascara.
“You can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then – in the mice type – have a disclosure that says ‘OK, not really,” National Advertising Divs ion director Andrea Levine told Business Insider in a past story.
Looks like the future of advertising might have a lot more crow’s feet.
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