Magazine and TV advertisements for Rimmels new 1-2-3 Looks Mascara have been judged as misleading by the Advertising Standards Authority. The ads featuring model Georgina May Jagger, show three progressive stages with her lashes growing longer, thicker and fuller in each shot.
The ASA has confirmed the ads, which were achieved using false eyelashes rather than the model's own, cannot be shown again in their current format,
In its defence Rimmel, owned by Coty UK, said it had used inserts "to ensure a consistent and aesthetic lash look" and that a disclaimer clearly stated the ads were "shot with lash inserts".
However the ASA disagreed. On banning the ads it said: "Because we considered that the use of different length lash inserts applied to the eyelash area was likely to distort the visual representation of the effect achievable from the use of the product alone, we concluded the images in the ad were misleading."
The case is the latest in a string of run-ins between the ASA and the beauty industry. LOreal was recently embroiled in a dispute over its shampoo ads featuring Cheryl Cole, who was wearing hair extensions in the promotional TV and print ads.
The ASA has confirmed the ads, which were achieved using false eyelashes rather than the model's own, cannot be shown again in their current format,
In its defence Rimmel, owned by Coty UK, said it had used inserts "to ensure a consistent and aesthetic lash look" and that a disclaimer clearly stated the ads were "shot with lash inserts".
However the ASA disagreed. On banning the ads it said: "Because we considered that the use of different length lash inserts applied to the eyelash area was likely to distort the visual representation of the effect achievable from the use of the product alone, we concluded the images in the ad were misleading."
The case is the latest in a string of run-ins between the ASA and the beauty industry. LOreal was recently embroiled in a dispute over its shampoo ads featuring Cheryl Cole, who was wearing hair extensions in the promotional TV and print ads.