Actress Julia Roberts and super model Christy Turlington ad campaigns banned by the Advertising Standard Authority (ASA) after MP Jo Swinson had questioned its unrealistic images.
Roberts was advertising the product of Lancôme a L’Oreal owned brand called Teint Miracle which said to give a natural light and beautiful skin upon applying it in the face while Turlington was promoting the Maybelline foundation called the eraser.
Swinson has claimed that the images of the two were too good to be true and was overdone digitally that it does not suit anymore to the result that the product will truly give.
Base on the investigation by the ASA they have ruled that the two ad campaigns have clearly broke the standard rules and code for exaggeration thus they were banned for future publication.
L’Oreal Company has admitted that indeed there were some parts of Turlington face which was change digitally but still the image shows an achievable result. They have defended their ads by presenting photos of the two models in red carpets that show the real beauty of Julia and Christy. They have stressed out that if there were changes made in the images it was not too much.
Swinson also protested on the contract where the ASA was not permitted to see the pre production pictures and said that this is so inappropriate that even the regulating body was prohibited by them.
At the end, L’Oreal decided to pull out their ads due to the findings of the ASA where they weren’t able to defend their side that the images were digitally exaggerated and the products can give result such as the inspirational image.