The Advertising Standards Authority (ASA) has today ruled against an Olay advert containing a heavily airbrushed image of the model Twiggy on the grounds that it was misleading following a campaign led by the Liberal Democrats.
The Liberal Democrats have called for airbrushed ads to be clearly labelled, and for airbrushing to be banned in adverts aimed at children.
Commenting, Liberal Democrat MP Jo Swinson, who has led the campaign, said:
“I hope this decision marks the first step in really getting airbrushing in advertising under control.
“If advertisers think that someone as beautiful as Twiggy needs to be so heavily airbrushed, then what hope is there for the rest of us?
“Experts have already proved that airbrushing contributes to a host of problems in women and young girls such as depression and eating disorders.
“Liberal Democrats believe in the freedom of companies to advertise but we also believe in the freedom of women to be as comfortable as possible with their bodies. They shouldn’t constantly feel the need to measure up to a very narrow range of digitally manipulated pictures.”