The Advertising Standards Authority has issued guidance on use of airbrushing in cosmetic adverts, after ruling that some magazine adverts had been misleading because of their exaggerated product performance. The misleading ads had therefore breached the BCAP Code and CAP Code in respect of broadcast and non-broadcast media respectively. The ASA guidance says that changing photo images would be likely to mislead if the alterations related to any characteristics directly relevant to the apparent performance of the product being advertised. For example, reducing the effect of wrinkles or lines in adverts for eye creams or increasing thickness of eyelashes when advertising mascara products would fall into the misleading category. However, making minor lighting changes or improving the image of the model that does not enhance the product’s characteristics would not be a problem. For more, see the ASA’s guidance here: http://www.copyadvice.org.uk/Ad-Advice/Help-Notes/Use-of-production-techniques-in-cosmetics-advertising.aspx.