The ASA ruled that the advert was misleading because the photo had been digitally enhanced using post-production techniques.
In a statement, the ASA said that the image had indeed been altered to an unacceptable degree: "The image had been altered in a way that substantially changed her complexion to make it appear smoother and more even" and therefore, the image "misleadingly exaggerated the performance of the product in relation to its claims". This could partially be attributed to the photo being in black and white, but on closer inspection we have to agree that it looks like there is some form of computer beautifying at work too.
With advertising campaigns constantly under scrutiny for overuse of airbrushing and digital enhancement, do you think the ASA were right to ban L'Oreal's image? Let us know your thoughts and see Weisz's best fashion moments in her Perfect 10 below.
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