The magazine advertisement for L’Oréal’s Revitalift Repair 10, which features actress Rachel Weisz, has been banned by the Advertising Standards Authority in the UK. The ASA ruled that the image used for the ad “misleadingly exaggerated” the performance of the product and deceiving the customers.
“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,” ASA said in a statement. “We therefore concluded that the image in the ad misleadingly exaggerated the performance of the product in relation to the claims (in the advert) ‘skin looks smoother’ and ‘complexion looks more even’.”
“We are disappointed to learn that the ASA has adjudicated against our press advertisement for Revitalift Repair 10,” a L’Oréal spokesperson said. “We believe that the image in the advertisement is a true representation of Rachel Weisz. The product claims are based on extensive scientific research which proved that the product improves ten different signs of skin ageing. We therefore do not believe that the ad exaggerates the effect that can be achieved using this product.”
Previously ASA banned two L’Oreal ads, a Julia Roberts ad for Teint Miracle and a Christy Turlington ad for Maybelline’s ‘The Eraser‘, for allegedly using photoshopped photos.