Georgia May Jagger, daughter of Mick Jagger's and Jerry Hall, is the latest person to front a controversial and misleading beauty campaign. The Advertising Standards Authority (ASA) ruled on this week that Rimmel exaggerated the benefits of their 1-2-3 Looks Mascara, by getting Georgia to wear false eyelashes in the ads. As well as banning the TV and magazine ads, the ASA also complained Rimmel's associated research had only been conducted on five women.
Rimmel's said it had used false eyelashes "to ensure a consistent and aesthetic lash look" , not to present an exaggerated or unachievable look. A small print below the ads stating "shot with lash inserts" should have been enough to alert the public to the use of false eyelashes, the company added.
But the ASA disagreed, saying the warning was too small and that using the false eyelashes distorted the impact that could be achieved by the product.
Please with the ASA's ruling, the Liberal Democrat MP Jo Swinson, co-founder of the Campaign for Body Confidence, said: "The beauty industry has a long way to go in promoting honesty in the content of the pictures it uses, rather than presenting totally unachievable aspirations of beauty and faked images."
A number of celebrity ads have been banned or caused controversy in the past five years for deceiving the public:
- Procter & Gamble - airbrushing Twiggy in Olay Definity eye cream ad.
- Rimmel's - mascara ad banned for digitally enhancing Kate Moss's eyelashes.
- L'Oreal a) claims for a wrinkle cream promoted by Claudia Schiffer were banned.
b) Penelope Cruz wearing false eyelashes to promote mascara and
c) Cheryl Cole promoting shampoo while wearing hair extensions.