The British Advertising Standards Authority has released a ruling banning a print ad featuring actress Rachel Weisz for L’Oreal‘s Revitalift Repair:
A magazine advertisement for a L'Oreal anti-wrinkle product featuring Hollywood star Rachel Weisz has been banned by Britain's industry watchdog the Advertising Standards Authority for "misleadingly" exaggerating its performance.
In its ruling published Wednesday, the ASA said the advertisement must not appear again in its current form.
"We told L'Oreal Paris to ensure that they did not use post-production techniques in a way that misrepresented what was achievable using the advertised product.
"Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz's face, we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even.
"We therefore concluded that the image in the ad ... misleadingly exaggerated the performance of the product in relation to the claims 'SKIN LOOKS SMOOTHER' and 'COMPLEXION LOOKS MORE EVEN'."