London: The L`Oreal advert of actress Julia Roberts has been banned by the Advertising Standards Agency over complaints that it was airbrushed in order to mislead.
The complaints were brought by Lib-Dem MP Jo Swinson, who argued that airbrushing creates a false impression of beauty, reports the Daily Mail.
She claims the results put pressure on women and young girls who compare themselves unfavourably to the unrealistic images.
The Julia Roberts ad showed the actress in a two-page magazine spread for Teint Miracle foundation by Lancome, one of L’Oreal’s make-up brands.
The ad claimed the foundation ‘recreates the aura of perfect skin’.
The brand claimed the product was the result of 10 years of research and suggested the science was the subject of seven patent applications.
L’Oreal admitted that certain “post production” techniques had been used on the image of the actress. But it insisted the picture was an accurate representation of her “naturally healthy and glowing skin”.