Procter & Gamble rapped over 'misleading' advert by the ASA

A Procter & Gamble advert has been branded 'misleading' by the Advertising Standards Authority after a Liberal Democrats web campaign sparked criticism.

Appears in ad: Twiggy
Appears in ad: Twiggy

The advert for Olay Definity eye illuminator pictured the 60-year old model crediting the product as her ‘secret to brighter-looking eyes’.

But more than 700 people complained to the ASA that the advert had been airbrushed too heavily.

The complaints came on the back of MP Jo Swinson's Real Women online campaign, which she launched in August. The campaign called for airbrushed ads to be clearly labelled, and for airbrushing to be banned in adverts aimed at children.

The campaign encouraged more people to complain, and gave people a place to air their views more easily.

Swinson 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?'

She added: '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.'


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.