A L'Oreal advertisement featuring "The Mummy" star Rachel Weisz has been banned in the UK following a complaint by the Advertising Standards Authority (ASA), which says that the advertisement makers have used a digitally enhanced photo of the British actress to fool its consumers.
The ASA decided to take action after they had received a complaint from Scottish Liberal Democrat MP Jo Swinson.
According to a UKPA report, the ASA found the two page L'Oreal Paris Revitalift Repair 10 advertisement "misleadingly exaggerated" as it made the 41-year-old British actress look ten years younger.
"The beauty and advertising industries need to stop ripping off consumers with dishonest images. The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call," MP Jo Swinson was quoted by UKPA as saying.
"Thankfully, the advertising regulator has again acknowledged the fraudulent nature of excessive retouching," she added.
A spokesperson from L'Oreal said that the advertisement had not been exaggerated and it had been scientifically proven that one could get the effect (portrayed in the advertisement), with regular use of the product.