“Maybe It’s Maybelline,” Maybe It’s Lash Inserts; NARB Verdict In
This article was originally published in The Rose Sheet
The National Advertising Review Board disagrees with a previous National Advertising Division ruling that advised L’Oreal to discontinue its use of lash inserts when running quantified performance claims for its mascaras or inform consumers of their use within the main advertising message. The advertiser’s use of disclaimers was appropriate, but should be made clearer and more conspicuous in the case of at least one ad reviewed, the appellate unit says.
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At the National Advertising Division’s Annual Conference, NAD staffers, FTC officials and attorneys discussed whether beauty ads are regulated differently from advertising in other industries. L’Oreal’s successful appeal of a recent NAD decision regarding the use of lash inserts in Maybelline mascara ads could set a new and questionable precedent, according to NAD Director Andrea Levine.
A National Advertising Division decision concerning implied and express claims in L’Oreal USA ads for mascara products reinforces the watchdog’s position on artificial enhancements to cosmetic advertising that exaggerate potential product benefits – this time focusing on physical (versus digital) alterations.
The National Advertising Division was “troubled” that a model’s lashes were digitally enhanced in a Procter & Gamble ad for CoverGirl NatureLuxe Mousse Mascara. NAD’s position on the firm’s post-production tinkering is consistent with recent decisions from its U.K. counterpart, the Advertising Standards Authority