Cruz's L'oreal Advert Under Fire25 July 2007
Cruz's L'oreal Advert Under Fire
The TV and magazine adverts promoting L'Oreal's new Telescopic mascara claim the product boosts the length of women's eyelashes by up to 60 per cent.
The Advertising Standards Authority (ASA) was forced to step in after it was discovered the acting beauty had been wearing additional false eyelashes for the shoot.
But the French make-up firm has defended itself against the accusations, claiming it is "common practice" to use fake lashes.
A spokesman for L'Oreal says, "It is common industry practice to make use of some artificial lashes in order to ensure a consistent lash line under filming or shooting conditions - the ASA had previously accepted on more than one occasion that thisindustry practice was not misleading."
L'Oreal has been ordered to clarify the discrepancy and place a disclaimer on all future Telescopic advertising campaigns.
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