Is The U.S. National Advertising Division banning “the misleading use of photoshopping and enhanced post-production in cosmetics adverts?”Business Insider reported that the NAD director Andrea Levine said “you can’t use a photograph to demonstrate how a cosmetic will look after it is applied to a woman’s face and then – in the mice type- have a disclosure that says ‘okay, not really.'”

NAD is part of the Better Business Bureau.

According to Extreme Tech, NAD, which is “the advertisting industry’s self-regulating watchdog,” the ban is important because when advertisements are excessively photoshopped, consumers can’t tell how a product really works or looks. The NAD also noted that a Procter & Gamble CoverGirl mascara advertisement was “discontinued” because it was doctored to “exaggerate the effect” of the product, after NAD questions.