Advertisements for CoverGirl NatureLuxe Mousse Mascara featuring singer and CoverGirl celebrity spokesmodel Taylor Swift have been banned in the US.
The National Advertising Division (NAD) found that the ads made claims of ‘superior performance’, including ‘2x more volume’ for lashes.
The advertisement featuring Taylor Swift clearly states at the bottom of the page that the star’s lashes were enhanced in post-production.
NAD Director Andrea Levine told ‘Business Insider’ that the use of digitally enhanced images in advertising was unacceptable.
"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.’”
Proctor & Gamble agreed to pull the ad following the ruling by NAD.
A number of beauty and fashion industry ads have been banned around the world this year.
A Maybelline ‘Eraser’ ad featuring Christy Turlington was banned in the UK earlier this year for its use of Photoshop, rather than the advertised product, to remove the dark circles under their spokesmodel’s eyes.
In July an ad featuring Julia Roberts, 44, was also banned in the UK. The L’Oreal/Lancome campaign, shot by celebrity photographer Mario Testino, was pulled for ‘excessive retouching’.
It isn’t just Photoshopping that have has had ads yanked in 2011. In November an ad for Marc Jacob’s Oh! Lola perfume featuring Dakota Fanning was banned by the British Advertising Standards Authority for sexualising children. The ad for the perfume, the name of which is a play on the book ‘Lolita’, depicted the 17-year old actor seated on the floor with an oversized perfume bottle between her legs.
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