L'Oréal print ad featuring Rachel Weisz banned
01.02.2012
A black and white print ad for L'Oréal’s Revitalift Repair 10, which features actress Rachel Weisz, has been banned by the Advertising Standards Authority in the UK for misrepresenting the results of the cream through post-production techniques.
Scottish MP Jo Swinson had made a complaint about the ad, saying it was misleading because she believed that the image of Weisz had been digitally manipulated.
According to L'Oréal, the actress was professionally styled and made-up and then lit and shot by a professional photographer in a studio setting, using a lot of light in order to make the image more flattering and to reduce the appearance of imperfections.
It also noted that the ASA had previously ruled that cosmetics ads could present their product in the best possible light.
The ASA found that while the picture did not misrepresent the luminosity or wrinkling of Weisz’s face, it was altered in a way that substantially changed her complexion to make it appear smoother and more even.
It said that the image therefore misleadingly exaggerated the performance of the product in relation to its claims.
Karina Corbett