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Rachel Weisz looks unreal in her new ad for L’Oreal.

SO unreal, in fact, that Britain’s Advertising Standards Authority (ASA) believes she looks unnaturally stunning and thus, the ad has been pulled from the UK.

Photoshop enhancements in beauty and fashion images are SOP, but some UK officials have been doing their part to put an end to airbrushing in excess.

The ad for L’Oréal’s Revitalift Repair 10 “misleadingly exaggerated” the antiwrinkle cream’s performance in relation to its claims, the ASA said. Take a look:

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The ASA actually did state that “the image in the ad did not misrepresent the luminosity or wrinkling of Rachel Weisz’s face,” so she really is that luminous.

However, the ASA says the image was altered to make her complexion look even smoother and more even. That distinction, however vague, got it yanked.

Ads featuring Christy Turlington for Maybelline, Julia Roberts for Lancome and Taylor Swift for Covergirl have all been pulled for similar artistic liberties.

Other ads have gotten the boot for being too risque, particularly for beauty / fashion companies’ love of underage girls (i.e. Dakota Fanning for Marc Jacobs).

What do you think? Is a watchdog group keeping companies honest like this a good idea? Or just too nit-picky and heavy-handed by the government?