Wed, 25 July 2007 12:00:00 ET
A L'Oreal ad that features Penelope Cruz having 60 per cent longer eyelashes is banned from being published further after a viewer said Cruz was wearing fake eyelashes.
Penelope Cruz's mascara advert has been banned for misleading viewers, after the actress' longer lashes were found to be fakes. The 'Vanilla Sky' star's ad' for L'Oreal's "telescopic" mascara features the boast that the product can make lashes "up to 60 per cent longer". Cruz gushes: "So separated. So long. Imagine, lashes that could reach for the stars."
However, L'Oreal were forced to admit they had weaved some false lashes into Cruz's natural ones, after one viewer complained to the Advertising Standards Agency (ASA) her lashes were fake. The cosmetic giant excused their actions, saying: "It is common industry practice to make use of some artificial lashes in order to ensure consistent lash line under filming."
The ASA upheld the complaint and ruled yesterday (24.07.07) that L'Oreal should withdraw the TV ad and the accompanying press campaign. In a statement, ASA said: "We were concerned the ads did not make clear that lashes would 'appear' up to 60 per cent longer and considered that some consumers could interpret the claim to refer to an actual extension in the length of the lashes that could be achieved by using the mascara."
L'Oreal was also ordered to make it clear when false lashes were being used in the future.
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