A magazine advertisement for L'Oreal Revitalift  Repair 10 has been banned in the by the British Advertising Standards Authority for 'misleadingly' exaggerating it's performance. The ad stars Oscar winning actress Rachel Weisz looking even more perfect than ususal. When it was first launched in September 2011 the Campaign for Body Confidence filed a complaint with the ASA because the images were digitally enhanced. 

In it's ruling, published on Wednesday, the ASA said that the advertisement could not appear in it's current form, "We told L'Oreal Paris to ensure that they did not use post-production techniques in a way that misrepresented what was achievable using the advertisied product ... we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even".

The ASA has previously banned adverts such as Miu Miu's  'irresponsible' campaign featuring Hailee Steinfeld sitting on train tracks and another Mui Mui advertisement for being 'not responsible', after it used an extremely thin model. Olay's ad with Twiggy was banned last year and this is not the first time L'Oreal has been in hot water with the ASA having their Julia Roberts and Christy Thurlington ads banned for being 'misleading'.