Media Law Prof Blog

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Louisiana State Univ.

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Wednesday, July 27, 2011

UK ASA Finds Two L'Oreal Ads Misleading

The Guardian reports that the Advertising Standards Authority has nixed two L'Oreal advertising campaigns on the grounds that pictures of Julia Roberts and Christy Turlington were airbrushed to perfection, violating advertising standards.

In the matter of the Julia Roberts ad, the ASA ruled that

the image was produced with the assistance of post production techniques. While Lancôme provided detail on the techniques they used, we noted that we had not been provided with information that allowed us to see what effect those enhancements had on the final image. We acknowledged the pictures supplied from laboratory testing were evidence that the product was capable of improving skin’s appearance, but on the basis of the evidence we had received we could not conclude that the ad image accurately illustrated what effect the product could achieve, and that the image had not been exaggerated by digital post production techniques. We therefore concluded the ad was misleading.

 

The ad breached CAP Code (Edition 12) 3.1 (Misleading advertising) and 3.11 (Exaggeration).

In the matter of the Christy Turlington ad, the ASA ruled that

the combined effect of the image and the surrounding text was to suggest that the product could have a significant impact on the appearance of imperfections in the skin. We noted that the claims in the text were broadly consistent with the results of the consumer testing, however, we considered that the information Maybelline provided regarding the digital re-touching of the image was insufficient to establish whether the difference between the “blocks” was an accurate representation of the results the product could achieve. We therefore concluded that the ad was likely to mislead.

 

The ad breached CAP Code (Edition 12) rules 3.1 (Misleading advertising) and 3.11 (Exaggeration).

http://lawprofessors.typepad.com/media_law_prof_blog/2011/07/uk-asa-finds-two-loreal-ads-misleading.html

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