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First Major Ad Taken Down for Too Much Photoshopping

First Major Ad Taken Down for Too Much Photoshopping

 

Country Pop Princess Taylor Swift is featured in an advertisement for mascara – CoverGirl’s NatureLuxe Mousse Mascara to be specific.  It is a great shot except for one thing: we aren’t sure she is actually wearing that mascara, and if she is, that the mascara is what is making her lashes look so long and lush.  This is because there is a disclaimer at the bottom of the ad that states that the photo has been photoshopped.

The National Advertising Division‘s (NAD) mission is “to review national advertising for truth and accuracy to foster public confidence in the credibility of advertising.”  Before you snort and think to yourself “that ship has sailed,” understand that the division is part of the council of the Better Business Bureau. It considers itself a watchdog of false advertising.

NAD was formed in 1971, but has not taken a solid stance in the use of photoshop until now.  Its decisions are usually respected in that it has a close relationship with the Federal Trade Commission (FTC), who has the power to fine, sue or bring an injunction against a particular company.

NAD director Andrea Levine told Business Insider, “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.’”

Procter and Gamble, the parent of CoverGirl,  has agreed to pull all ads as well as never again run an ad for mascara that has used enhanced post-production or photoshopping.

NADs counterpart in the UK is the Advertising Standards Authority, who has already banned CoverGirl’s ads starring Taylor Swift, as well as late last month an advertisement featuring Dakota Fanning holding a bottle of Marc Jabcobs perfume provocatively between her legs. Before that, the banned ads starring Christy Turlington and Julia Roberts because they were photoshopped.

France has also asked for stronger regulations.  In 2009, 50 politicians asked for health warnings to be placed on models’ images when they were retouched.

In addition, the FTC has also tightened rules to hold celebrities accountable if they make claims or implications in ads that they know are not true.

Step by step, the public fights back against advertising.

 

Related Stories:

H&M Whittles Down Acceptable Body Types to Exactly One

Is It Airbrushed? New Technology Tests Pics to Find Out

AMA: Photoshopping Hazardous for Women’s Health

 

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Photo from Taylor Swift CoverGirl ad

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146 comments

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6:16PM PST on Jan 25, 2012

Good for them for making the co. take it down. Gosh ... isn't Taylor Swift pretty enough without photoshopping?

5:17AM PST on Jan 25, 2012

they have been doing this for years. when we had HBO there was a 3 part special called "buy me that". to teach kids how advertisments use tricks to make a product more desireable.(I wish I can have it again. maybe I'll just write to Nicolodean and ask them to make a simular show. but nobody takes 3rd party suggestions)

http://www.youtube.com/watch?v=uhPC9FrwE4g

2:36AM PST on Jan 25, 2012

Thanks.

11:06PM PST on Jan 24, 2012

LOOKS ......SELL

5:04PM PST on Jan 17, 2012

Humanity seems to prefer UNREALISTIC & FAKE, judging by the rate we are ruining our planet!

1:59PM PST on Jan 3, 2012

I AM A REGISTERED END-USER OF ADOBE CS5.5 MASTER COLLECTION; I DO NOT AND REFUSE TO FALSIFY DOCUMENTS, DISCLAIMER OR NOT. ART IS THE ONLY LEGAL MEANS TO DIFFERENTIATE FACT FROM FICTION AS A COMBINATION OF TRUTH AND UNTRUTH - IS STILL UNTRUE.

1:55PM PST on Jan 3, 2012

CONSIDER, IF YOU WILL, THE OTHER MASCARA MISNOMER; THE ONE DEPICTING LAVISH AND LUSH BUTTERFLY WINGS. THOSE LASHES ON THOSE MODELS ARE SO IN-YOUR-FACE FALSE; I CRY TO KNOW TRUTH IN ADVERTISING DIEHARDS ALLOW THAT COMMERCIAL TO REMAIN AIRED.

7:16PM PST on Dec 29, 2011

Good for the UK!!!

10:17AM PST on Dec 29, 2011

Interesting.

9:53AM PST on Dec 29, 2011

I am more likely to by products that are modeled by real people. Not knocking Taylor in any way...she is a beautiful young woman and from every interview I have seen, she has inner beauty as well...but, I am so tired of trying a new product and expecting the results shown in the ads, only to find that I have once again been duped into parting from my money when good old Great Lash does the same thing at about a third the cost. They say that the definition of insanity is doing the same thing over and over again and expecting a different result...guess that would be me. But, it seems that even though in my mind, I know better, the ads always make me feel inferior if I don't look like the models. Kudos to Dove for using real people in their ads.

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