What you see isn't always what you get in advertising, and Britain's Advertising Standards Authority is drawing the line with L'Oreal by banning two ads the cosmetics company released featuring a highly airbrushed and digitally manipulated Julia Roberts and Christy Turlington. The company is one of the first to be made an example of by the new UK government campaign, led by politician Jo Swinson, to limit the use of misleading ad alterations. The ASA claims that the makeup ads are unrealistic in reflecting the anti-aging effects of their featured products, Maybelline's The Eraser foundation and Lancome's Teint Miracle.

"On the basis of the evidence we had received we could not conclude that the ad image accurately illustrated what effect the product could achieve, and that the image had not been exaggerated by digital post production techniques," the association said in a statement.

Maybelline and Lancome parent company L'Oreal conceded that the images had been digitally retouched, but were scientifically proven to reduce the appearance of aging, and that they had performed well in consumer testing. L'Oreal ultimately said that they were "disappointed" by the ASA's decision.

Swinson, on the other hand, is satisfied that the association upheld the new regulations and is ready to herald in a new era of advertising. "Excessive airbrushing and digital manipulation techniques have become the norm, but both Christy Turlington and Julia Roberts are naturally beautiful women who don't need retouching to look great," she told the Guardian. "This ban sends a powerful message to advertisers – let's get back to reality."

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