Advertising campaigns for cosmetics L´Oreal, under brands Lancome и Maybelline, featuring stars Julia Roberts and Christy Turlington, were suspended by the British Advertising Standards Board. The reason is that processing photos with the help of special programs can mislead buyers.
The case began after a complaint by MP Jo Swinson, who noted in her statement that the excessive use of digital effects and the creation of perfect, and even more, images in photographs with the help of modern technologies leads to the fact that many women begin to focus on completely unrealistic ideal. The desire to look like a star in an advertisement for a new anti-wrinkle cream subsequently leads to depression, because even the stars themselves look like ordinary people in life, no cream or other cosmetic product can make you a princess from a fairy tale. It was on the unreality of the results shown in advertising campaigns that the ban was based.