Governments are exerting pressure on advertisers, and are starting to ban photos that are too airbrushed and edited. In the United Kingdom the Advertising Standards Authority has banned an advertisement by Lancôme featuring Julia Roberts for being misleading, stating that the flawless skin seen in the photo was too good to be true.[42] The US is also moving in the direction of banning excessive photo manipulation where a CoverGirl model's ad was banned because it had exaggerated effects, leading to a misleading representation of the product.[43]