ASA Ruling Signals UK May Be Less Tolerant Of Lash Inserts In Mascara Ads
This article was originally published in The Rose Sheet
Use of lash inserts in mascara ads has been a subject of contention in the US, but a 2014 verdict from the National Advertising Review Board essentially green-lighted their continued use with proper disclaimers. The same leeway may not be available in the UK, based on an April 19 ruling from the Advertising Standards Authority.
You may also be interested in...
The UK’s Advertising Standards Authority accepts that L’Oreal’s Maybelline Total Temptation Mascara really does award the lashes seen in advertising without pre- or post-production enhancements. A complainant challenged a commercial for the product, convinced that the mascara’s effects were deceptively exaggerated.
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.