Airbrushed make-up ads banned for ‘misleading’

Well, that is interesting. I have to say I am all for it.

Swinson said it was "shocking" that the ASA was not allowed to see the pre-production pictures of Roberts due to contractual agreements with the actor. "It shows just how ridiculous things have become when there is such fear over an unairbrushed photo that even the advertising regulator isn't permitted to see it," she added.

In the case of both the Roberts and Turlington ads the ASA said it was not provided with enough information to evaluate what impact the digital enhancements had on the final image.

"On the basis of the evidence we had received we could not conclude that the ad image accurately illustrated what effect the product could achieve, and that the image had not been exaggerated by digital post-production techniques," the ASA said.

"Pictures of flawless skin and super-slim bodies are all around, but they don't reflect reality," said Swinson. "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."

Beauty retouching is in a fairly unrealistic place, hopefully this will temper some of the crazier Art Directors out there.