LONDON (Reuters) - Rimmel adverts featuring the supermodel Kate Moss, which claimed a mascara brush lifted eyelashes, broke advertising rules, the industry watchdog said on Wednesday. The Advertising Standards Authority (ASA) said the company had failed to provide evidence that confirmed Moss was not wearing false eyelashes in TV and magazine adverts promoting its "magnif'eyes mascara" brush. It also said Rimmel needed to include a disclaimer in future adverts making it clear when post-production techniques had been used to increase the effects of a product.
It is the third time in three months that the ASA has chastised cosmetics companies for their mascara adverts. In July, L'Oreal was censured for its Telescopic mascara commercial featuring actress Penelope Cruz that "exaggerated" its effects and misled consumers by failing to make it clear that Cruz was wearing some fake individual lashes.
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