The Advertising Standards Authority (ASA) in the UK has cleared Cheryl Cole's L'Oreal ads following complaints that the singer was wearing hair extensions in them.
The Press Association reports that in the ads for Elvive Full Restore 5, Cole said: "Weak, limp, lifeless; it's time our hair got a life.
"My hair feels stronger, full of life, replenished, with a healthy shine. It's got its mojo back."
The screen text read: "Styled with some natural hair extensions."
The ASA received 40 complaints, with complainants believing the ads were misleading about the benefits of the products because Cole was wearing hair extensions.
L'Oreal countered that extensive consumer testing had shown the benefits of the products were achievable and were recognised by the average consumer without hair extensions.
The company said the ads did not promise that consumers would look like Cheryl Cole and that the average consumer would understand the products' effects would vary depending on style and hair type.
L'Oreal said Cole's hair was styled by her own hairdresser for the campaign, as was her usual practice.
The ASA said the company's consumer testing appeared to show that results were achievable by those without hair extensions.
It added: "We considered most consumers would interpret the ads to mean the product would have an effect on the look and feel of hair that was weak, limp, lifeless, dull or straw-like. However, they were likely to understand that individual results would vary according to their own hair type."
