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US watchdog bans Photoshop use in cosmetics ads

MrSeb (471333) writes | more than 2 years ago

Advertising 0

MrSeb writes "In an interesting move that should finally bring the United States’ fast-and-loose advertising rules and regulations into line with the UK and EU, the National Advertising Division (NAD) — the advertising industry’s self-regulating watchdog — has moved to ban the misleading use of photoshopping and enhanced post-production in cosmetics adverts. The ban stems from a Procter & Gamble (P&G) CoverGirl ad that photoshopped a model’s eyelashes to exaggerate the effects of NatureLuxe Mousse Mascara. There was a footnote in the ad’s spiel about the photo being manipulated, but according to the director of the NAD, that simply isn’t enough: “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 ruled that the ad was unacceptable, and P&G has since discontinued it. The ruling goes one step further, though, and points out that "professional styling, make-up, photography and the product’s inherent covering and smoothing nature” should be enough, without adding Photoshop to the mix. The cosmetics industry is obviously a good starting point — but what if the ban leaks over to product photography (I'm looking at you, Burger King), video gameplay demos, or a photographer's own works?"
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