Girls Aloud star CHERYL COLE has come under fire over revelations she wore hair extensions to promote a shampoo range.
The singer-turned-reality show judge appears in a series of TV adverts for cosmetics giant L'Oreal, as the new face of the Elvive haircare range.
The promos show Cole sporting a head of long, shiny locks and promising consumers the shampoo makes "hair feels stronger, full of life, replenished with a healthy shine".
But the company has been flooded with complaints after Cole's hairdresser revealed the star's luscious locks are not all her own - as she was wearing extensions in the adverts.
Disgruntled TV viewers have also taken their grievances to Britain's Advertising Standards Authority (Asa), but watchdog bosses aren't able to uphold the complaints because of a small disclaimer in the ads which admits Cole's hair was “styled with some natural extensions".
A company statement from L’Oréal reads: "Cheryl has worn hair extensions for some time. They are part of her look and are cared for in the same way as normal hair.”
While a spokeswoman for Cole adds, "L’Oreal are within their rights and the ads are not breaking any rules. We would never comment on what type of hair extensions Cheryl is using because these are quite personal questions.”