L’Oreal submitted red carpet photos of Helen Mirren to the ASA to prove they had not altered the ad. Here, Mirren is pictured at an event in New York City in June. Photo: Slaven Vlasic. Source: Getty Images

A TV commercial and a print ad came under the spotlight after a viewer complained to the British Advertising Standards Authority, believing that post-production techniques had been used to alter lines around Dame Helen’s mouth.

L’Oreal gave the ASA four images of Dame Helen at recent red carpet events when she had been professionally styled and made up, noting that the lines around her mouth were consistent in the ads and the red carpet photos.

The cosmetics maker also provided a list of post-production techniques used in the print ad, none of which related to wrinkles on her face or neck, and confirmed that no post-production changes were made to Dame Helen’s face.

The ASA said consumers would expect Dame Helen to have been professionally styled and made up for the photo shoot, and to have been photographed and filmed professionally in flattering conditions.

It said the ads had not altered her appearance in a way that would exaggerate the likely effect of consumers’ use of the product, and concluded the ads were not misleading.

Watch the ad below and judge for yourself.