Finally the Advertising Standards Authority (ASA) in the UK has realised that advertising agencies who intentionally re-touch and alter images are sending the wrong message to young women.

In this case the ASA has banned a series of Maybelline and Lancôme adverts (who are owned by  L’Oreal) featuring Hollywood celebrity Julia Roberts and supermodel Christy Turlington.

It was decided that the images were so heavily air brushed that they no longer portrayed a reasonable depiction of the two women.

The regulating body said that the magazine ads did not accurately illustrate what could be achieved by using the foundations featured.

Ms Swinson, MP said “This ruling demonstrates that the advertising regulator is acknowledging the dishonest and misleading nature of excessive retouching.

Pictures of flawless skin and super-slim bodies are all around, but they don’t reflect reality. With one in four people feeling depressed about their body, it’s time to consider how these idealised images are distorting our idea of beauty.”

She added that “Excessive airbrushing and digital manipulation techniques have become the norm, but both Christy Turlington and Julia Roberts are naturally beautiful women who don’t need retouching to look great. This ban sends a powerful message to advertisers – let’s get back to reality”.

The Maybelline advertisement, featuring Turlington, showed part of her face uncovered, with the other part covered by the foundation to illustrate the difference.

The ASA did not believe that the before and after images of Turlington, supplied by L’Oreal, supported the adverts claims of what the foundation product could achieve.
 
In the case of the image taken of Julia Roberts, the cosmetics company could not supply the regulator with images of Roberts before the make-up was applied due to contractual obligations.

Ms Swinson, co- founder of  the lobbying group Campaign for Body Confidence told the Guardian Newspaper “It shows just how ridiculous things have become when there is such fear over an un-airbrushed photo that even the advertising regulator isn’t permitted to see it.”

Campaign for Body Confidence was formed in 2010 and focuses on the mass media’s depictions of women. They believe that “the pressure to conform to impossible stereotypes is damaging our sense of well-being and leading to increasing unhappiness, anxiety, low self-esteem, depression and eating disorders in women, particularly amongst young people and children – and men.

We believe that everyone has the right, whatever their size, shape or form, to feel happy about themselves.”

Writer Helen Splarn. Editor Dr Ramesh Manocha.
Source: Campaign for Body Confidence