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Make-up / the law / retouch

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Old 03-19-2012, 10:56 AM
jonathan_k jonathan_k is offline
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Join Date: Sep 2009
Posts: 14
Make-up / the law / retouch

Hey All

Apologies if this has been covered before in threads, but where can one find the law as it pertains to digitally retouched images in make-up adverts? Am struggling to come to terms with how its legal to advertise a product with what would appear to be misleading imagery. I'm all fine with altering fashion images, bodies etc etc, but it seems to get a bit blurry when it comes to makeup and the vast amount that needs to happen before an image is advert and print ready.

Not something one thinks about as a retoucher I suppose, but interesting nonetheless.

Any guidance (idealogical or legal) is appreciated.

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Old 03-20-2012, 03:55 AM
skoobey skoobey is offline
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Join Date: Jan 2012
Posts: 1,183
Re: Make-up / the law / retouch

Um... yeah.

So you think that ajax really cleans that well?

And you think that your car will still get 40 mpg in 10 years?

And you think that anyone would buy anything if it were not presented as well as it is?

What these images are portraying is a fantasy, an enjoyment that you get from using the product. Without this "lie" no one would be interested.
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Old 03-20-2012, 04:40 AM
fraiseap fraiseap is offline
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Join Date: Dec 2010
Location: Birmingham UK
Posts: 104
Re: Make-up / the law / retouch

I cant comment on the legal situation but, in the UK, advertising is overseen by the avertising standards authority who have the power to ban adverts that are misleading.

Have a look at this
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