A Rimmel mascara advert starring Cara Delevingne has been banned for utilizing methods to magnify the look of her “dangerously daring lashes”.
Delevingne was seen utilizing Scandaleyes Reloaded mascara because the advert promised “excessive quantity… excessive put on.”
Nevertheless it did not say Delevingne had additionally been given particular person lash inserts to fill in gaps and that some lashes had been re-drawn in post-production.
The Promoting Requirements Authority (ASA) has stated the advert was deceptive.
It should not seem once more in its present type, the watchdog stated.
Within the advert, a voiceover stated: “Rimmel introduces Cara Delevingne for brand spanking new Scandaleyes Reloaded mascara. Dangerously daring lashes. New max-density brush for clump free lashes. Excessive quantity… excessive put on.”
Rimmel’s proprietor Coty UK stated the advert precisely represented the product, and that Delevingne’s lashes regarded “full and lengthy” earlier than they used their further manufacturing strategies in addition to after.
Coty stated it used particular person lash inserts “solely to fill in gaps and to create a uniform lash line”, which was “in accordance with trade observe”.
And a few lashes have been re-drawn in post-production “the place they weren’t seen because of the mannequin’s darkish eyeshadow”. However that course of did not lengthen or thicken the lashes, Coty stated.
However the ASA took a distinct view. It concluded that the impact of the lash inserts or the post-production – or each – was to offer the looks of “longer lashes with extra quantity”.
The ASA ruling stated: “As a result of the advert conveyed a volumising, lengthening and thickening impact of the product we thought of using lash inserts and the post-production method have been more likely to exaggerate the impact past what may very well be achieved by the product amongst customers.
“We due to this fact concluded the advert was deceptive.”
Coty stated: “Whereas we remorse the choice of the ASA, we are going to after all adjust to the ruling and never air the TV industrial once more on this state.”