Photoshop under fire: Covergirl ad banned by U.S. watchdog in first major crackdown 'misleading' beauty campaigns

The National Advertising Division is taking further steps to restrict the use of misleading image manipulation in cosmetics ads.



In a landmark move, the industry watchdog has decided to ban an ad by Covergirl for their NatureLuxe Mousse Mascara.

The decision may spell the beginning of the end of highly digitally manipulated images - including those that slim down models or change body shapes in order to sell products.



False claims: CoverGirl was forced to pull a mascara ad, not shown above, after admitting the model's eyelashes were digitally retouched

The Proctor & Gamble ad, featuring a long-lashed brunette, claimed that the mascara could deliver '2x more volume' but in small print at the bottom of the ad it disclosed that the model's lashes had in fact been enhanced by Photoshop.

NAD director Andrea Levine told Business Insider: '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."'

The NAD has been assured that Proctor and Gamble will not run the ad again. Its ruling said: 'Proctor and Gamble advised NAD it has permanently discontinued all of the challenged claims and the photograph in its advertisement.



'NAD was particularly troubled by the photograph of the model – which serves clearly to demonstrate (i.e., let consumers see for themselves) the length and volume they can achieve when they apply the advertised mascara to their eyelashes.'

Banned: The UK advertising industry watchdog was concerned that Julia Roberts' skin was excessively Photoshopped in an ad for Lancome



The move is significant because it sets a precedent for other cosmetics companies who will not want to risk challenging the influential Federal Trade Commission - who step in if decisions by the NAD are not adhered to by advertisers.



However, this is not the first time beauty companies, have been in trouble for excessive use of Photoshop.



In June, the UK's Advertising Standards Authority pulled an ad featuring Julia Roberts for Lancome, which is owned by L'Oreal, stating: 'the ad must not appear in its current form again' because it was 'misleading'.

Following the UK's decision, the NAD said in the light of the Covergirl ad: ' Advertising self-regulatory authorities recognize the need to avoid photoshopping in cosmetics advertisements where there is a clear exaggeration of potential product benefits.'

A similar commercial featuring Christy Turlington for Maybelline (also owned by L'Oreal), also came under fire.

Naturally flawless: The French beauty brand Make Up For Ever was the first to use completely unretouched images in its U.S. advertising campaign



Savvier make-up companies - targeting equally in-the-know, fashion-driven consumers - have been bucking the trend by not using ANY airbrushing in their images.

French beauty brand Make Up For Ever featured a series of naturally-flawless models in an U.S. ad campaign in March this year.

The stylish images showed models, including a dead ringer for Blake Lively, taking pictures of themselves because they are seemingly so enrapt by their unprocessed allure.



Gilles Kortzagadarian, General Manager of Make Up For Ever North America, said 'Our objective for this campaign is to reach consumers who have not tried the product range and prove that it truly creates a complexion so flawless, there’s no need for retouching.'

