L'Oreal Commercial Banned Over Fake Eyelashes

The Advertising Standards Authority (ASA) says L'Oreal's "Telescopic" mascara commercial misleads customers and ruled the ad and press campaign be shelved. The commercial features actress Penelope Cruz saying, "Imagine, lashes that could reach for the stars" and claims that the mascara can make your eyelashes "60 percent longer."

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The watchdog group has two problems with the commercial. First, the ad doesn't state that Cruz is actually wearing some fake eyelashes. Second, the ASA says the "60 percent longer" claim doesn't make it clear that your eyelashes won't actually increase in length instead of just looking longer.

The ASA says L'Oreal needs to make it clear in future ads when a model is wearing fake eyelashes. L'Oreal says using fake eyelashes in commercials is an industry trick that has been used for years but has agreed to comply.

L'Oreal and the ASA Have Disagreed Before

This isn't the first time the ASA has come down on L'Oreal for its advertising. In 2005, the two tangled over a commercial starring Claudia Schiffer with claims for a wrinkle cream to "rapidly reduce wrinkles." Another L'Oreal cream ad that made the claim that the product "visibly reduces the appearance of cellulite" came under fire too.

The ASA said neither product had enough scientific evidence to back the promises. L'Oreal disagreed with the ASA's findings but said it would agree to follow its recommendations in the future.