About Careers Internship MedBlog Contact us
Medindia LOGIN REGISTER
Advertisement

Misleading L'Oreal Ad Banned by British Watchdog

by Kathy Jones on February 2, 2012 at 8:56 PM
Font : A-A+

 Misleading L'Oreal Ad Banned by British Watchdog

A magazine advert for an anti-aging moisturizer by L'Oreal has been banned by British regulators. This was after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

The two-page ad for Revitalift Repair 10, which appeared in September, featured a black and white close-up photograph of Weisz and a list of the ten properties of the cream, including reducing the appearance of wrinkles.

Advertisement

The Advertising Standards Authority (ASA) said it had upheld a complaint by Jo Swinson, a lawmaker for the junior government coalition partners, the Liberal Democrats, and a campaigner on improving body image.

"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," an ASA ruling said.
Advertisement

"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 said cosmetics firms were entitled to present their product in the best possible light, adding that Weisz had been professionally styled and made up and photographed under ample light and with a soft focus.

Swinson welcomed the ruling, under which L'Oreal must not publish the ad in its current form again, saying: "The beauty and advertising industries need to stop ripping off consumers with dishonest images."

Source: AFP
Advertisement

Advertisement
News A-Z
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
What's New on Medindia
Alarming Cesarean Section Trends in India - Convenience or Compulsion of Corporate Healthcare
Quiz on Low-Calorie Diet for Diabetes
World Heart Day in 2022- Use Heart for Every Heart
View all
News Archive
Date
Category
Advertisement
News Category

Medindia Newsletters Subscribe to our Free Newsletters!
Terms & Conditions and Privacy Policy.

Most Popular on Medindia

Nutam (400mg) (Piracetam) Selfie Addiction Calculator Pregnancy Confirmation Calculator Hearing Loss Calculator Vent Forte (Theophylline) Drug - Food Interactions Calculate Ideal Weight for Infants Diaphragmatic Hernia Drug Interaction Checker Drug Side Effects Calculator
This site uses cookies to deliver our services. By using our site, you acknowledge that you have read and understand our Cookie Policy, Privacy Policy, and our Terms of Use
×

Misleading L'Oreal Ad Banned by British Watchdog Personalised Printable Document (PDF)

Please complete this form and we'll send you a personalised information that is requested

You may use this for your own reference or forward it to your friends.

Please use the information prudently. If you are not a medical doctor please remember to consult your healthcare provider as this information is not a substitute for professional advice.

Name *

Email Address *

Country *

Areas of Interests