Watchdog bites again over mascara ads

Rimmel has become the latest cosmetics brand to be censured by the Advertising Standards Authority (ASA) for using false eyelashes in a television advertisement for its mascara.

The ad, which features Kate Moss, has been banned after the watchdog failed to obtain evidence from advertising agency JWT that Moss was not wearing false eyelashes.

The ASA says it was also concerned that JWT said it had retouched the lashes in post production, but had not provided data clarifying the extent to which that had altered the appearance of the lashes. The watchdog has also challenged whether Rimmel can substantiate its claim that the mascara provides 70% more lash lift.

The ban comes just months after L’Oréal was rapped for exaggerating the effects of its mascara (MW July 26), as well as Avon for using the same tactic (MW September 6).

  • The ASA has also criticised an Innocent press campaign for its Superfoods Smoothies, which shows a bottle of the product in a field with the strapline “Acai comes from a tree, not a laboratory”.
    The ad, created by Lowe, claims the Superfoods Smoothie “contains even more antioxidants than the average five a day”. The ASA says not enough evidence was provided to substantiate the claim. Innocent says it has no plans to use the ad again or to make similar claims.
  • Meanwhile, the watchdog has not upheld complaints against a television advertisement for the NHS anti-smoking campaign. The ad, created by Farm, showed a woman lighting a cigarette at a wedding reception, with children and adults inhaling the smoke. The voiceover says: “Second-hand smoke, the invisible killer.”Complainants said the ad was an unjustified appeal to fear.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here