Advertisements in the United Kingdom must conform to the standards set by the Advertisement Standards Agency (ASA). This agency ensures that products are not falsely promoted and attaches a financial penalty for false statements. An example of this is ‘Post-Production Enhancement’ (PPE). PPE is a process by which images are digitally corrected after they have been captured. PPE is commonly used in skin-care adverts; providing a smoother, younger or healthier appearance than the product actually delivers. Many companies find loop holes in the ASA regulations regarding PPE by stating such a process has been used in small print at the bottom of the image. Such promotions escape the regulations set down by the Advertisement Standards Agency but can still be misleading.