From THE LOCAL (France):

British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading. 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.

"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'," an ASA ruling said.

Swinson welcomed the ruling, under which L'Oréal 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."

It is rumoured that future L'Oréal adverts will use the new slogan, "You may be worth it, but our products certainly aren't." However, they have rejected the suggestion that they start using models with wrinkles in their anti-ageing cream adverts.



  1. Well, I hope this whole “images are misleading” nonsense doesn’t catch on until after we see every single picture in the new David Beckham underwear campaign.