Mascara advert wiped away by regulator

The magazine and television ads showed three pictures of the model with progressively longer lashes, while vertical small print stated "Shot with lash inserts".

One person complained that the ads exaggerated the effect of the product because each image

used an increasing number and length of lash inserts, while

the Advertising Standards Authority (ASA) challenged whether

the small print was sufficiently clear.

Beauty company Coty UK, trading as Rimmel London, said it used lash inserts to ensure a consistent and aesthetic look on a close-up photo shoot, not to present an exaggerated or unachievable result.

Disclosing the use of false lashes was common practice in mascara adverts, which consumers were familiar with, and did not render

the product claims misleading, it said.

It added that advertising regulations did not set a certain position for small print, nor that it had to be in horizontal text.

The ASA said: "We considered that the size and the position of the small print were not prominent enough to capture a reader's attention."