Oscar winner Natalie Portman is the most recent celebrity to have a cosmetics ad banned by Britain's Advertising Standards Authority.
The agency has taken action against a Christian Dior mascara advertisement featuring Portman after receiving complaints from competitor L'Oreal that the photograph "misleadingly exaggerated the likely effects of the product." Dior claimed the photograph of Portman was "aspirational" and admitted that the star's "natural lashes were digitally retouched in post-production to lengthen and curve them."
Portman (31) became the new face of Dior in June 2010 and has appeared in numerous advertisements for the brand. The product in question, DiorShow New Look mascara, retails for $28.50.
Though having an advertisement pulled may be embarrassing, the "Black Swan" actress is hardly the first celeb to be subjected to digital enhancement and excessive photoshopping. Though it's relatively rare to have adverts banned in the United States, British agencies have cracked down on any and all ads that may be misleading or fail to accurately represent the results of a product. Here's a look at a few other starlets who have appeared in banned ads.
It's not a surprise that L'Oreal (the parent company for Lancome and Maybelline) complained about the Dior ad, since the company had two of its own pulled in 2011. A Lancome Teint Miracle foundation advertisement featuring Julia Roberts and one for Maybelline's The Eraser foundation featuring Christy Turlington were both considered "not representative of the results the products could achieve." An advert for L'Oreal's Revitalift Repair was also pulled when the ASA ruled that the airbrushing "substantially changed" the appearance of Rachel Weisz's complexion.
Just last year, the National Advertising Division of the Council of Better Business Bureaus Claims targeted an ad for CoverGirl NatureLuxe Mousse Mascara, which featured a heavily airbrushed Taylor Swift (22). NAD director Andrea Levine said, " You can't use a photograph to demonstrate how a cosmetic will look after it is applied to a woman's face and then - in the mice type - have a disclosure that says 'okay, not really.'"
While some companies admit to beefing up advertisements with airbrushing, Rimmel really went the extra mile by having spokesmodel Georgia May Jagger wear false eyelashes. Once again, Britain's ASA took action, saying the use of false lashes was "misleading" and "likely to distort the visual representation of the effect achievable from the use of the product alone." Who wouldn't look better with fake lashes?
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