Bishopbriggs' MP Jo Swinson has been successful in her campaign to have a 'misleading' Twiggy advert removed from publication. The glossy magazine ad for an Olay beauty product featuring Twiggy – looking surprisingly young and wrinkle-free – has been banned by the advertising watchdog, after more than 700 complaints were collected by a campaign against airbrushing in ads by the Liberal Democrat MP.
In the magazine ad, 60-year-old Twiggy, who also features in Marks & Spencer's TV campaigns, promotes the Olay Definity eye illuminator. Her air-brushed photo appears next to the words:
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"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."
Following the successful campaign to have the ad removed Ms Swinson (29) said:
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When the ASA [Advertising Standards' Authority] told me it couldn't take action unless it received complaints about airbrushing, the Real Women campaign machine went into action. Through the campaign's website, we got almost 1000 people to write in and complain about the Olay Definity advert featuring Twiggy.
The ASA has ruled that the ad misleads consumers by suggesting the product can give them a look which was actually achieved through digital retouching, but that it doesn't break the ASA's rules on social responsibility. But there is plenty to suggest that idealised media images can have a very real and harmful effect.
Do you think the ad should have been banned?GG.
Mp Gets Twiggy Advert Banned, Jo Swinson campaigns against airbrushing
17th Dec 2009, 10:08pm.gif)
