NAD: Photoshopping Okay, But Not When Demonstrating Product Benefits
This article was originally published in The Rose Sheet
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.
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U.K.’s Advertising Standards Authority advises LVMH Moët Hennessy-Louis Vuitton’s Parfums Christian Dior division to discontinue running an ad for Diorshow mascara that features actress Natalie Portman’s digitally enhanced eyelashes. ASA has warned industry in guidance about taking such liberties post-production that could inflate consumer expectations for product performance.
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