Kate Moss mascara ads banned as misleading

3 October 2007 - Mascara ads featuring Kate Moss have been banned following complaints that they exaggerated the make-up's effects.

They also questioned whether the lashes were false, an allegation which ad firm J Walter Thompson denied. However, it did admit that they had been digitally enhanced and "cleaned up".

In magazine and TV advertisements, Moss is shown wearing Rimmel mascara, which is said to produce 70 per cent more lift by using a "unique vertical life brush".

The Advertising Standards Authority (ASA) looked into the allegations about the supermodel's "traffic stopping" eyelashes and questioned whether Rimmel could provide evidence for the 70 per cent lift claims.

Despite displaying a table and examples of before and after photographs of the lashes, the ASA concluded that it could not be proven that the lashes in the advertisement were not false.

It also said that the claim of 70 per cent lift could be misleading and ordered Rimmel to stop using the ad and include a disclaimer in any future ads in which the effects of a product have been digitally enhanced.

Recently, it was reported that images of Kate Moss would not be used on the cover of the upcoming Babyshambles album, due to her split from front man Pete Doherty.

© Adfero Ltd