
Olay's original ad
An Olay advert which features Britain’s favourite old dear, Twiggy has been banned from magazine because it’s had over 700 complaints.
Advertising Standards Authority has binned the magazine advert after it received two complaints because the advert was misleading because it had been digitally retouched. MP Jo Swinson then forwarded 700 more complaints which were gathered via her anti-airbrushing web campaign.
The advert features Twiggy promoting Procter & Gamble-owned Olay Definity eye illuminator. Alongside her picture a quote reads: “Olay is my secret to brighter-looking eyes. Because younger-looking eyes never go out of fashion … reduces the look of wrinkles and dark circles for brighter, younger-looking eyes,” the ad continued.
Those who complained, according to the Guardian said that the ad could have a “negative impact on people’s perceptions of their own body image”.
MP Jo Swinson posted on her site: “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, the 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,” she adds.
The paper reported that in its ruling, the ASA said it considered the Photoshop-ing of the ad, in the eye area could give consumers a “misleading impression of the effect the product could achieve”. (Like the Dove beauty campaign I posted about!)
The ASA said denied that the ad was socially irresponsible and stated: “We concluded that, in the context of an ad that featured a mature model likely to appeal to women of an older age group, the image was unlikely to have a negative impact on perceptions of body image among the target audience and was not socially irresponsible.”
P&G argued that there would always be an obvious difference between unflattering paparazzi pictures and professional beauty photos.

Covers eyes for a reason perhaps...
The company added it was “routine practice to use post-production techniques to correct for lighting and other minor photographic deficiencies before publishing the final shots as part of an advertising campaign”.
P&G also added that the retouching around Twiggy’s eyes was inconsistent with its own policies. It had caused the company to withdraw the original advert and replace it with one without post-production work around the eyes, opting for a more natural image.