In Yo' Face: Zoey Deschanel Calls Media 'RUDE' Via Tweet

“E!” is trying to save face with Zooey Deschanel after the entertainment news provider took the spotlight to her new ad for Rimmel London.

Normally, extra headline space is great publicity but not in Deschanel’s case. Her ad got the “air-brushed” stamp of disapproval – one that many starlets, including Kate Winslet, have received lately.

Questions started surfacing about the image in the Lasting Finish Lipstick ad, as reporters (including those at “E!”) questioned if the final ad even looked like Deschanel.

In response, Zooey Deschanel tweeted on Saturday "@eonline - um... what happened to your face, eonline? RUDE!!!"

“E!” stands by it’s observations that “the gorgeous gal” may have been “victim to just a wee bit too much retouching” and writes “we absolutely love, love, love ourselves some Zoeey Deschanel.”

It would seem, in defense of the model, aside from the original contractual guidelines, the stars have limited control over what happens after the shoot.

As many reporters are noting, ads should simply start coming with disclaimers – similar to the ones used to explain enhancement in mascara ads.

Kate Winslet’s recent Lancôme ad has been held to the critical eye, in part, because Winslet has previously spoken out against extreme airbrushing.

As Joan River’s joked on “E!’s” “Fashion Police,”That ad is so Photoshopped it could be anybody – seriously, that could be Cee Lo Green.”