Firmly booting the 'real' out of L'Oreal, an advert for Revitalift Repair 10 has been banned for pretending it can make anyone look like Rachel Weisz after ten hours in the airbrush suite. Oh Weisz, your real face is just not worth it.

Last year L'Oreal got in trouble for computer-generating a kind of likeness of Julia Roberts and Christy Turlington onto an ad, and now the beauty giant is in hot water again after fiddling with the Revitalift Repair 10 campaign.

The ad blurb claims the product makes "complexion looks more even," but the Advertising Standards Authority thinks not, saying:

"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.

"We therefore concluded that the image in the ad misleadingly exaggerated the performance of the product in relation to the claims (in the advert) 'skin looks smoother' and 'complexion looks more even'."

This followed a complaint from Lib Dem MP Jo Swinson, who co-founded Campaign for Body Confidence and has petitioned for the removal of misleading ads before. This time she said: 

"The beauty and advertising industries need to stop ripping off consumers with dishonest images.

"The banning of this advert, along with the previous ASA rulings banning heavily retouched ads featuring Twiggy, Julia Roberts and Christy Turlington, should act as a wake-up call.

"Thankfully the advertising regulator has again acknowledged the fraudulent nature of excessive retouching.

"The Royal College of Psychiatrists has spoken out about the harmful influence of the media on body image and has highlighted the airbrushing and digital enhancement used to portray physical perfection as an area of concern.

"There needs to be much more diversity in advertising - different skin colours, body shapes, sizes and ages. Studies show that people want to see more authenticity from brands. Images can be aspirational without being faked.

"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'.

Meanwhile, L'Oreal added:

"[We] ought to represent Rachel Weisz as favourably as possible and therefore every effort had gone into ensuring the most flattering set-up".

Hmmmm, we've seen the stubbly pics of Weisz' new husband on the James Bond set - that's all the exfoliation she needs.