Impartial Democrat parliamentarian Jo Swinson filed the complaint against L'Oreal, the parent company of the two brands, claiming that the ads breached advertising standards.

"On the main ingredient 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 publish production techniques," the ASA stated.

L'Oreal said that the effects of the products, both "anti-aging" foundations, were "accurately illustrated" by the ads. The companions said it was "disappointed" by the ruling, and the advertisements have been pulled.

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