An advert for L'Oreal moisturiser featuring the actress Dame Helen Mirren has been cleared following a complaint that claimed post-production editing had enhanced her appearance. The Advertising Standards Authority (ASA) investigated after a viewer suggested that the Oscar winner's face had been airbrushed to digitally iron-out her wrinkles. The allegations focused on age lines around the 69-year-old Prime Suspect star's mouth, which the complainer argued had been wiped in the editing process for both the video and still image adverts. The viewer challenged whether both ads - for L'Oreal Paris Age Perfect moisturising cream - 'misleadingly exaggerated' the likely effect that could be achieved by using the product, which costs £24 for 100ml.French beauty giant reported to ad watchdog over Oscar winner's wrinklesComplaint argued Dame Helen airbrushed to 'exaggerate' effect of creamBut ad regulator rubbished claim, saying it's just how 69-year-old looksStood with L'Oreal in saying TV and print campaigns were 'not misleading'
_ also provided a list of the post-production techniques that had been used in the print ad, none of which related to wrinkles or to the skin on her face or neck, and confirmed that no post-production changes were made to Dame Helen's face in the television ad.