London, England (CNS) – Twiggy’s cosmetic ad has been ruled misleading. U.K.’s advertising watchdog Advertising Standards Authority (ASA) says that the 60-year-old former supermodel’s Olay “Definity Eye Illuminator” eye cream gives false impression to consumers.
Over 700 complaints were lodged at ASA, saying the aging model’s ad had been digitally retouched. It has apparently given the false impression that the product alone was responsible for keeping her wrinkle-free.
Liberal Democrat MP Jo Swinson also objected to the ad. She led the anti-airbrushing web campaign, which calls for ban on digitally enhanced advertising photos that create “overly perfected and unrealistic images” of women.
In its ruling, ASA said that the post-production retouching of Twiggy’s ad could give the consumers a misleading impression of the effect of the eye cream could achieve. It considered the combination of references to “younger looking eyes” and the airbrushed image of the fashion icon around the eye area was likely to mislead.
But it rejected complaints that claim the ad was socially irresponsible. It said that the public expected glamour in images advertising beauty products and would expect Twiggy to be professionally styled for the photoshoot.
ASA said that in the context of an ad that featured a mature model, it would likely appeal to women of an older age group, and that the image was unlikely to have a negative impact on body image perceptions.
Procter & Gamble, the maker of Olay products, claimed there would “always be differences between uncomplimentary paparazzi shots and professional beauty photographs.” But it also admitted that the retouched photo had been “inconsistent” with its policies.