British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

"/> British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

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Watchdog bans ‘misleading’ L’Oréal ad

British regulators banned a magazine advert for an anti-ageing moisturiser by French cosmetics company L'Oréal on Wednesday after upholding a complaint that the image of the model, actress Rachel Weisz, was misleading.

The two-page ad for Revitalift Repair 10, which appeared in September, featured a black and white close-up photograph of Weisz and a list of the ten properties of the cream, including reducing the appearance of wrinkles.

The Advertising Standards Authority (ASA) said it had upheld a complaint by Jo Swinson, a lawmaker for the junior government coalition partners, the Liberal Democrats, and a campaigner on improving body image.

“Although we considered that the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz’s face, we considered that the image had been altered in a way that substantially changed her complexion to make it appear smoother and more even,” an ASA ruling said.

“We therefore concluded that the image in the ad misleadingly exaggerated the performance of the product in relation to the claims ‘Skin Looks Smoother’ and ‘Complexion Looks More Even’.”

L’Oréal said cosmetics firms were entitled to present their product in the best possible light, adding that Weisz had been professionally styled and made up and photographed under ample light and with a soft focus.

Swinson welcomed the ruling, under which L’Oréal must not publish the ad in its current form again, saying: “The beauty and advertising industries need to stop ripping off consumers with dishonest images.”

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‘The Vikings also wore helmets’: Danes draw on marauding past for cycle safety ad

The Danish Road Safety Council has put the Scandinavian country's Viking past to a hilarious new use: convincing macho Danish men to wear cycle helmets.

'The Vikings also wore helmets': Danes draw on marauding past for cycle safety ad
Svend the Viking does not want to ruin his braids. Photo: &Co

The council’s new advert, “Helmet has always been a good idea”, brings together two somewhat incongruous aspects of Danish life — the country’s love of cycling and its Viking past, using humour to show up some of the silly reasons people give themselves not to wear cycle helmets. 

The advert starts with the imposing Viking chief Svend rousing his men for their next invasion of England. To rhythmic chanting and the blowing of horns, he mounts his steed, brandishing his thick and heavy sword. 

Then, suddenly, his young son comes running bearing his helmet. Svend ignores him, and utters a cry: “To the ships!”. 

After a pause, one of his men nervously asks: “shouldn’t you have a helmet on, Svend?”. 

“No, it’s annoying and it makes my scalp itch,” Svend responds sheepishly. 

“I’m a careful rider,” he adds, slightly desperately.

“What do I do when I get there? Run around in a silly helmet?” he adds. 

Then he roars, “It ruins my braids!” 

It’s only when his wife comes out that he finally dons his gleaming headpiece and with the cheers of his fellow marauders all around him makes his way to the longships. 

Then the slogan — “A helmet has been a good idea for all time” — appears on the screen in rune-like writing. 

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