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The UK has banned make-up advertisements featuring actress Julia Roberts and supermodel Christy Turlington because airbrushing and other retouching effects made the women look too perfect.
Claiming the images were "misleading," Britain's Advertising Standards Agency (ASA) banned two ads for Loreal's Maybelline and Lancome branded foundation products that reduce the appearance of aging. The agency maintained that the ads exaggerated the results of the products effects in covering lines, wrinkles and blemishes.
L'Oreal has admitted that the photographs been digitally manipulated and retouched, but called the image as an "aspirational picture."
Politician Jo Swinson, who has campaigned for years against the use of "unrealistic" images in advertising aimed at women, was instrumental in bringing the ads to the attention of the ASA.
She said the ruling should act as a wake-up call, and urged advertisers to "get back to reality."
"Pictures of flawless skin and super-slim bodies are all around, but they don't reflect reality," she said. "With one in four people feeling depressed about their body, it's time to consider how these idealised images are distorting our idea of beauty. 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."
What do you think? Is it misleading to sell a product that "lessens the appearance of fine lines and wrinkles" using photographs of women that have had their lines and wrinkles airbrushed out?