Follow us twitter facebook
Edition: Global
Click here to subscribe toour free weekly newsletter click here
Laws and regulations

British advertising watchdog bans two digitally retouched ads

The Advertising Standards Authority (ASA) has banned two L’Oréal cosmetics ads featuring, following complaints by a Member of the Parliament that they had been digitally manipulated. A Help Note, recently issued by the Committee of Advertising Practice, was supposed to help advertisers avoiding this kind of problems.

It is the first decision of this kind after the British bodies regulating advertising practices have published a new advertising guidance that aimed to bring greater clarity about digital retouching for the cosmetics sector. The prohibition follows a complaint by Liberal Democrat MP Jo Swinson that the ads were misleading, because of digital alterations and concerns a two-page magazine ad for the Teint Miracle foundation by Lancôme, featuring an image of actress Julia Roberts, and a magazine ad for The Eraser foundation by Maybelline, featuring an image of top-model Christy Turlington.

800_JRoberts

800_JRoberts

In both cases, L’Oréal admitted to the ASA that “post-production techniques” had been used, but claimed the images accurately illustrated the results the products could achieve. The cosmetics firm provided details on how the photographs were digitally retouched. In the Lancôme case L’Oréal even provided before and after laboratory pictures of testers wearing the foundation.

Nevertheless, the ASA deemed that the information provided by the company did not enabled it to conclude that the ad images accurately illustrated what effect the products were capable to achieve. By prohibiting the ads from further appearance, the British watchdog implied the digital postproduction techniques used might have exaggerated the results of the products.

A few months ago the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) issued a Help Note on ’The use of production techniques in cosmetics advertising’. This document is supposed to clarify under which circumstances pre and post production techniques are admissible, or not, in cosmetic ads. The Help Note gives examples of production techniques that, depending on their use, are likely to mislead and those that are not. The text allows “minor adjustments to correct for lighting problems and other photographic issues.” Apparently the ASA has opted for a stringent interpretation of the document.

Vincent Gallon

© 2011 - Premium Beauty News - www.premiumbeautynews.com
latest news
Focus

MakeUp in NewYork to hold its 9th edition on September 11-12, 2019

The only event dedicated exclusively to make-up and skincare formulation, production and packaging on the East Coast will take place at the Center415, on the 5th Avenue, at the heart of Manhattan, on 11 & 12 September, 2019. MakeUp in NewYork 2019 will host +110 exhibitors in formulation, packaging, full-service, accessories and (...)

read more
job opportunities
Experts’ views
“Do you know a blush that stays on all-day?”

Marine Chevalier
“Do you know a blush that stays on all-day?”

Beauty addicts’ dissatisfactions and expectations in terms of makeup: this is the subject of the survey carried out by the French mobile app My Beauty Community among its community. Launched in September 2017, the app has attracted 50,000 beauty addicts, called the “Beauties”. A key target for brands. Every day, these young women post (...)

read more

Features

We use cookies to give you a better browsing experience. By continuing your visit to this site, you accept the use of cookies. Read more and set cookies
close