The Advertising Standards Authority agreed that the images were exaggerated and breached its code of conduct.
L’Oreal admitted retouching but denied that the two adverts were misleading.
Ms Swinson said that while some retouching may be acceptable, the adverts were “particularly bad examples of misleading advertising” and could contribute to body image problems.
“We should have some honesty in advertising and that's exactly what the ASA is there to do. I'm delighted they’ve upheld these complaints,” she said.
“There’s a big picture here which is half of young women between 16 and 21 say they would consider cosmetic surgery and we’ve seen eating disorders more than double in the last 15 years.
“There’s a problem out there with body image and confidence. The way excessive retouching has become pervasive in our society is contributing to that problem.”
Guy Parker, chief executive of the Advertising Standards Authority, told the BBC that airbrushing was a “question of degree” and that advertisements could only be banned if they were misleading, harmful or offensive.
“If advertisers go too far in using airbrushing and other post-production techniques to alter the appearance of models and it’s likely to mislead people, then that’s wrong and we’ll stop the ads,” he said.
- Airbrushed make-up ads banned for ‘misleading’, BBC.co.uk, July 27, 2011.
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