Mascara ads showing Kate Moss sporting "traffic stopping" eyelashes have been banned after complaints that the supermodel's lashes were false.
The magazine and TV ads for Rimmel said that the "Magnif" eyes mascara produced 70% more lift, with a "unique vertical life brush" helping wearers "get the London look."
The agency behind the campaign denied the supermodel wore false lashes on the shoot - but gave no evidence to prove it, according to the UK Advertising Standards Authority (ASA).
The ASA investigated complaints that the lashes were false and also challenged whether Rimmel could back up their claim that the mascara provided 70% more lift.
Rimmel have been instructed not to repeat the advert in its present form and to include a disclaimer in future adverts if post-production techniques or false eyelashes were used to improve appearance.
