Kate Moss's Rimmel Mascara Ads Banned

Kate Moss' Rimmel Ad - www.dailymail.co.uk

TV audiences are surely a difficult bunch to fool these days, at least when it comes to beauty products.

Just a little over two months since a vigilant TV viewer noticed that fake eyelashes were used in Penelope Cruz's L’Oréal mascara ads, here comes another fake eyelash controversy, this time involving English supermodel Kate Moss and cosmetics company Rimmel.

Moss’ TV ads for Rimmel's Magnif'eyes mascara have been banned, mainly because of two TV viewers who complained that the supermodel’s eyelashes in the advert didn’t seem real, that the commercial greatly exaggerated the effect of the product, which claims it can provide 70 percent more lift to its wearer’s lashes with a 'unique vertical life brush', and help them 'get the London look'.

The Advertising Standards Authority (ASA) investigated the complaints, and concluded that the ad could be misleading.

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