This Advertising Guidance covers how and when advertisers may use certain pre-production and post-production techniques to advertise cosmetic products and treatments.

The guidance explains the extent to which such production techniques may be used, along with the ways in which their use risks misleading consumers about the likely capabilities of a product.  It covers the use of pre-production techniques such as make-up, styling, eyelash inserts and hair extensions and post-production techniques such as the digital retouching of images.  It also covers the use of qualifications and disclaimers and when these may be used to clarify an element of an ad and when this is likely to be considered contradictory.

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