ROBERTS & TURLINGTON’S L’OREAL ADS BANNED FOR TOO MUCH AIRBRUSHING
Actress Julia Roberts and super model Christy Turlington are supposed to be among the world's most beautiful women, but not according to a cosmetics giant that airbrushed their pictures so much they have now been banned….
The official British watchdog group, the Advertising Standards Authority (ASA) ruled that Julia Roberts’ L’Oréal advertisement for Lancôme and Maybelline campaign featuring Christy Turlington breached the advertising standards code for exaggeration and being misleading and banned them from future publication.
According to BBC News, Member of Parliament Jo Swinson has been lobbying against digitally altered images and she raised the red flag on two L’Oreal advertisements she claimed were “not representative of the results the products could achieve.” One ad features actress Julia Roberts for Lancome Teint Miracle foundation, while the other shows supermodel Christy Turlington for a Maybelline foundation called The Eraser. As evidenced by the ads, the results of these products, both owned by parent company L’Oreal, are just a little too flawless.
In Roberts’ foundation ad, the text claims it is the “1st foundation that recreates the aura of perfect skin.” MP Jo Swinson felt the real magic was done digitally. L’Oreal admitted they retouched the photos, but stood true to their claim that the products could potentially yield these results. The ASA requested a before shot to illustrate just how much the ad was digitally manipulated, but unfortunately Roberts’ contract stipulates that no un-airbrushed shots can be released. L’Oreal supplied red carpet photos of the actress to illustrate her nice complexion, but that was not enough.
Christy Turlington’s Maybelline ad has also been pulled for portraying unrealistic results.
As for Christy Turlington’s ad, L’Oreal confirmed to the ASA that the ad was modified to “lighten the skin, clean up make-up, reduce dark shadows and shading around the eyes, smooth the lips and darken the eyebrows.” They said they didn’t believe they had crossed the line, but the ASA said her left eye had been significantly altered (seriously, where are the wrinkles?). Once again, L’Oreal refused to provide the un-retouched images to see exactly how much work had been done. Since this is a requirement for the ASA, Turlington’s ad was pulled in the UK as well.
“Excessive airbrushing and digital manipulation techniques have become the norm, but both Christy Turlington and Julia Roberts are naturally beautiful women who don’t need retouching to look great.” said Swinson.
This is not the first time the British government has banned advertisements for being too heavy on the retouching. In 2009 it banned an Olay ad featuring Twiggy for similar reasons.