Makeup ads in the UK for products by L'Oreal have been banned after the U.K.'s Advertising Standards Authority ("ASA") deemed the airbrushing used in postproduction to be misleading to consumers.

The ASA issued the ban after British Liberal Democrat politician, Jo Swinson, lodged complaints about two ads for foundation products made by L'Orealowned brands, Lancôme and Maybelline, featuring Julia Roberts and Christy Turlington. Her complaints addressed the concern that the L'Oreal ads were not representative of the results that the products can actually achieve, and merely presented overly perfected and unrealistic images of women.