UK Today News: An advertisement for L’Oreal’s anti-wrinkle cream featuring British film and theatre actress Rachel Weisz has been banned stating that the images are misleading. The Advertising Standards Authority says that the advertisement exaggerated the performance of the product.
The double page magazine spread says, “Skin looks smoother, complexion looks more even. Its not a Facelift, its Reviltalift’. The ASA has warned that the print advert must not appear again in its current form.
The move was taken after a complaint from Liberal Democrat MP Jo Swinson, who said that the image of Weisz has been altered post production and had also substantially changed her complexion so as to make it look smoother and even. The regulator added that the advert misleadingly exaggerated the performance of the product.
The advertisement was for the Revitalift Repair 10 which features a close-up, black and white picture of Rachel. Swinson is the co-founder of Campaign for Body Confidence and last year complained to the ASA about L’Oreal Magazine’s ads featuring Julia Roberts for the Lancome foundation product Teint Miracle. The co-founder had also complained about Christy Turlington for Maybelline foundation The Eraser. L’Oreal said that every effort was made to make the picture more flattering with the help of lights.