ASA bans ‘misleading’ L’Oreal Advert featuring Rachel Weisz

Campaign for Body Confidence co-founder Jo Swinson MP continues fight against harmful idealised images

The Advertising Standards Authority (ASA) today ruled the advert for L’Oréal Paris’ Revitalift Repair 10 breached industry codes. The regulator said material provided by L’Oréal Paris had been altered to change Rachel Weisz’ complexion substantially, making it appear smoother and more even and therefore “misleadingly exaggerated” what the product can achieve for consumers.

Commenting, Jo Swinson MP said:

“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.Thankfully the advertising regulator has again acknowledged the fraudulent nature of excessive retouching.”

“The Royal College of Psychiatrists has spoken out about the harmful influence of the media on body image, and have highlighted airbrushing and digital enhancement used to portray physical perfection as an area of concern.

“There needs to be much more diversity in advertising – different skin colours, body shapes, sizes and ages. Studies show that people want to see more authenticity from brands. Images can be aspirational without being faked.”

“There are companies who don’t shy away from realism and take steps to actively promote body confidence. I’m delighted that the Campaign for Body Confidence will be celebrating best practice through the first Body Confidence Awards, which will be sponsored by bareMinerals. bareMinerals’ new advertising campaign ‘Be A Force Of Beauty’ doesn’t only shun retouching, but celebrates women’s ambition and achievement, showing that beauty is about much more than just looks”

“The Campaign for Body Confidence challenges the narrow “ideal” of beauty perpetuated by the media and other industries. Tonight the All Party Parliamentary Group on Body Image is hosting a screening of the documentary Miss Representation which explores the impact on society of such an intense focus on women’s appearance, instead of their achievements. The film shows how media misrepresentation and underrepresentation of women results in a leadership gap and the silencing of difference.”


  • Psychiatrists call for new ‘editorial code’ to end media promotion of a thin body ideal
  • The Advertising Standards Agency published their decision today on a complaint submitted by Jo Swinson MP regarding an advert for L’Oréal Paris ‘Revitalift Repair’ anti-wrinkle cream. The regulator has ruled that the ad must not appear again in its current form and that L’Oréal Paris must ensure that they do not use post-production techniques in a way that misrepresented what was achievable by using the advertised product. For more information on the decision and details of the complaints, visit:
  • Previous ASA decisions based on complaints from Jo Swinson include:

The ASA ruling on an Olay advert containing Twiggy:

The ASA ruling on a Lancôme advert containing Julia Roberts:

The ASA ruling on a Maybelline advert containing Christy Turlington:

  • The inaugural Body Confidence Awards ceremony will recognise achievements and areas of best practice from individuals and organisations which help to promote better body confidence in society. bareMinerals and their ‘Be A Force of Beauty’ campaign are examples of this. For more information on the ‘Be A Force of Beauty’ Campaign visit
  • The All Party Parliamentary Group on Body Image, Central YMCA and All Walks Beyond the Catwalk are screening the UK premiere of Miss Representation at the House of Commons on 1 February 2012 at 6:00 PM, attended by top media industry professionals.

This award-winning film, exploring how media misrepresentations of women have led to their under-representation in positions of power and influence, will be followed by a panel discussion chaired by Jo Swinson MP and Chair of the All-Party Parliamentary Group on Body Image.

For more information go to

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