An advert featuring a digitally retouched image of actress Rachel Weisz has been banned after a complaint from an MP.
The Advertising Standards Authority (ASA) said the image used to promote L'Oreal Paris Revitalift Repair 10 was altered to change Rachel's complexion, making it appear smoother and more even.
The watchdog said the advert, featuring the 41-year-old star, could not be used again in its current form.
L'Oreal have also been warned against using post-production techniques to misrepresent what their products can achieve.
It was judged to be in breach of the industry code and it "misleadingly exaggerated" the performance of the product, according to the ASA, which upheld a complaint from Scottish Liberal Democrat MP Jo Swinson.
Ms Swinson, co-founder of the Campaign for Body Confidence and MP for East Dunbartonshire, said:
"The beauty and advertising industries need to stop ripping off consumers with dishonest images.
"The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call."
Photo: © Getty
Previous News In Pictures: