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LONDON — In a ruling released Wednesday, Britain’s Advertising Standards Authority said that a magazine advertisement for L’Oréal’s Revitalift Repair 10, which featured actress Rachel Weisz, “misleadingly exaggerated the performance of the product,” and stipulated that the ad must not appear again in its current form.
The ASA said that the ad was misleading in relation to the claims that the product made skin look smoother and the complexion look more even, as the committee believed Weisz’s image had “been altered in a way that substantially changed her complexion to make it appear smoother and more even.” The ASA also told L’Oréal not to continue to use postproduction techniques that could misrepresent a product’s claims.
The ruling followed a complaint from the British Liberal Democrat politician Jo Swinson, as she believed the image misrepresented the product’s effects.
In its response to the ASA, L’Oréal said they had “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.”