Advertising Standards Authority has banned L’oreal’s new cosmetics ad campaign becasue of misleading. Racehl looks much younger and winkles free on the ad which could send the wrong massage when it come to results.
The ASA explains:
“We told L’Oreal Paris to ensure that they did not use post-production techniques in a way that misrepresented what was achievable using the advertised product. 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. We therefore concluded that the image in the ad … misleadingly exaggerated the performance of the product in relation to the claims ‘SKIN LOOKS SMOOTHER’ and ‘COMPLEXION LOOKS MORE EVEN’.”
L’Oreal, of course, doesn’t think they’re in the wrong:
[L’Oréal claims they] sought to represent Weisz as favorably as possible,” shooting her with a lot of light and giving the image a soft focus and low resolution. The firm also provided the ASA with details of what postproduction it had used on the image, as “they wished to ensure that they were compliant with the [ASA’s] code,” the ASA said.
In a response to the ruling, a spokesperson for L’Oréal said: “We are disappointed to learn that the ASA has adjudicated against our press advertisement for Revitalift Repair 10. 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 10 different signs of skin aging. We therefore do not believe that the ad exaggerates the effect that can be achieved using this product.”
What do you think ?