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L’Oreal Should Discontinue Ads Due To Post-Production Touch-Ups, Says ASA

This article was originally published in The Rose Sheet

Executive Summary

The Advertising Standards Authority advises L’Oreal to discontinue a pair of magazine ads due to suspicions that images reflect digital retouching more than the merits of the advertised products.

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At the National Advertising Division’s Annual Conference in New York, Director Andrea Levine clarified the advertising watchdog’s position on using post-production techniques in cosmetics advertisements.

ASA Rulings Help Clarify Acceptable Vs. Misleading Post-Production Ad Work

The U.K.’s Advertising Standards Authority examines ads for L’Oreal ParisAge Re-Perfect Pro-Calcium + SPF 15 and Revitalift Repair 10 anti-aging cream, both of which feature models whose photographs were digitally altered to some degree. One of the ads must not run again in its current form, the independent regulator says.

NAD’s Patience For Photoshopping In Beauty Ads May Be Wearing Thin

The National Advertising Division was “troubled” that a model’s lashes were digitally enhanced in a Procter & Gamble ad for CoverGirl NatureLuxe Mousse Mascara. NAD’s position on the firm’s post-production tinkering is consistent with recent decisions from its U.K. counterpart, the Advertising Standards Authority

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