Actress Rachel Weisz is at the centre of a storm between the Advertising Standards Authority and beauty product firm L'Oreal.

The ASA has ruled that a recent print advert featuring Weisz as the face of L'Oreal's Revitalift Repair 10, was "misleadingly exaggerated" due to digital enhancement and has now announced a ban on the ad.

The ASA has previously banned ads for similar "retouching" issues featuring Twiggy, Julia Roberts and Christy Turlington.

The marketing for L'Oreal's campaign claims it makes the skin feel firmer, toned and more supple. The ASA did not challenge these claims but it was unhappy that the 41-year-old actress's image was used to support the claims that the 'skin looks smoother' and 'complexion looks more even.'

L'Oreal have defended the advert. In a statement the firm said:  ‘The ad sought to represent Rachel Weisz as favourably as possible and therefore every effort had gone into ensuring the most flattering set-up.'