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Airbrushed Julia Roberts ad banned in UK

Julia Roberts for Lancome. L'Oreal

(CBS) Britain is cracking down on the extensive use of Photoshop.

Two L'Oreal magazine ads, one featuring actress Julia Roberts and the other supermodel Christy Turlington, were pulled by advertising watchdogs for being "overly airbrushed," the Guardian reports.

Pictures: Julia Roberts

The move by U.K's Advertising Standards Agency came after Liberal Democrat MP Joe Swinson issued a complaint.

Swinson, who has spearheaded a long-running campaign against altering images in ads, said the images for the L'Oreal-owned brands Lancome and Maybelline were "not representative of the results the product could achieve."

In the two-page Lancome ad, shot by famed photographer Mario Testino, Roberts promotes the brand's Teint Miracle foundation, which claims it recreates the "true and natural light of perfect skin." Meanwhile, Turlington's ad promotes Maybellline's Instant Age Rewind Eraser foundation.

In its ruling, the ASA said, according the Guardian, that the ads "breached the advertising standards code for exaggeration and being misleading."

While L'Oreal admitted that both adverts were digitally enhanced, the French company maintained that Roberts' ad was an "inspirational picture" while Turlington's "accurately illustrated" the achievable results.

Read more here.

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