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Advertising industry publishes new guidance on production techniques

April 18, 2011

Earlier this month, CAP/BCAP (the Committee of Advertising Practice/Broadcasting Committee of Advertising Practice, the two bodies who make the rules for the advertising industry and work with the Advertising Standards Authority to enforce them) produced new guidance about the use of production techniques in cosmetics advertising.

The paper sets out what advertisers can and can’t do to advertisements so they don’t mislead the consumer. Examples are given to demonstrate what pre- and post- production techniques are unacceptable, including “re-touching related to any characteristics directly relevant to the apparent performance of the product being advertised. For example, removing or reducing the appearance of lines and wrinkles around the eyes for an eye cream advertisement.”

This is a step forward for the advertising industry in recognising the constant pressure on men and women to look a certain way and shows the ASA are taking the issue seriously. We look forward to seeing whether future advertisements adhere to these guidelines.

You can read the guidance online.

For more information and a summary of the guidelines, visit the B/CAP website.

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