A CONTROVERSIAL advert for an anti-wrinkle cream featuring Hollywood star Rachel Weisz has been banned after an MP complained it was ‘misleading’.
East Dunbartonshire MP Jo Swinson filed a complaint with the Advertising Standards Authority (ASA).
The authority ruled in her favour and has said the advert for L’Oréal Paris’ Revitalift Repair 10 breached industry codes.
The regulator said material provided by the cosmetics firm had been altered to change Rachel Weisz’ complexion substantially, making it appear smoother and more even, and therefore “misleadingly exaggerated” what the product can achieve for consumers.
The ruling is a boost for the Lib Dem MP’s ‘Campaign for Body Confidence’. She said: “The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call.”
She added: “The Royal College of Psychiatrists has spoken out about the harmful influence of the media on body image, and has highlighted airbrushing and digital enhancement used to portray physical perfection as an area of concern.
“There needs to be much more diversity in advertising – different skin colours, body shapes, sizes and ages. Studies show that people want to see more authenticity from brands. Images can be aspirational without being faked.”