Natalie Portman Dior ad banned in Britain - but not for the reason you think
The Advertising Standards Authority, an ad watchdog organization in the U.K., has banned a Dior mascara ad featuring Portman from further use due to the post-production editing potentially misleading consumers.
A complaint was filed, by rival brand L'Oreal U.K., claiming that the ad "misleadingly exaggerated the likely effects of the product."
The ASA found that the image was originally taken for use in an advertisement for lipstick and when it was decided to use the image for mascara, there was post-production retouching done with Photoshop software.
Dior says of the retouching:
The digital retouching was nearly exclusively in relation to her upper lashes and was primarily used to separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylised, uniform and tidy effect and a minimal amount of retouching took place in relation to increasing the thickness and volume of a number of her natural lashes.
The ASA found that the retouching was done on an area (the eyelashes) which is "directly relevant to the apparent performance of the mascara product being advertised." It also found that there was insufficient evidence to show that the retouching did not exaggerate the effects of the product and concluded that the ad was misleading and "must not appear again in its current form."
What do you think, readers? Is the ASA right? Or is there a problem with the ruling since the only complaint was issued by a rival brand? Do you wish the U.S. had an ASA that would crack down on airbrushing and retouching in advertising?