L’Oréal has been forced to pull ad campaigns featuring Julia Roberts and supermodel Christy Turlington, after the advertising watchdog upheld complaints by MP Jo Swinson that the images were overly airbrushed.
Swinson has waged a long-running campaign against “overly perfected and unrealistic images” of women in adverts, and lodged complaints with the Advertising Standards Authority about magazine campaigns for L’Oréal-owned brands Lancôme and Maybelline.
The ASA requested a copy of the original photo of the Julia Roberts pic in order to compare it to the one in the ad, but they were denied, as Roberts has a clause in her contract that doesn’t allow the release of untouched photos. It is sad to think of a beautiful, talented women like her having a clause like that.
The ASA ruled: “On the basis of the evidence we had received, we could not conclude that the ad image accurately illustrated what effect the product could achieve, and that the image had not been exaggerated by digital post-production techniques. We therefore concluded the ad was misleading.”
The ASA ruled that both ads breached the advertising standards code for exaggeration and being misleading and banned them from future publication. The ad was found to have breached advertising standards codes 3.1 (Misleading advertising) and 3.11 (Exaggeration).
Lancôme admitted the image had been altered using “a soft focus and lower resolution,” but stated in their defense that Julia, 43, is famous for her “naturally healthy and glowing skin.”
What do you think of these before and after shots? Both women are stunningly beautiful- I think the airbrushing is ridiculous, wouldnt it be better to see the actual results from the product?