Retouching photos to make the subject image look more appealing than the real thing. Retouched advertisements are an age old industry practise as flawless images encourage consumers to more likely buy the advertised products.

The British Advertising Standards Authority (ASA) has been cracking down on companies that use heavy airbrushing to digitally alter images that are "not representative of the results the products could achieve." One ad features actress Julia Roberts for Lancome Teint Miracle foundation, while the other shows supermodel Christy Turlington for a Maybelline foundation called The Eraser. According to ASA, these ads show results of these products that are simply too perfect.