L'Oreal mascara adverts broke industry rules because Penelope Cruz was wearing false eyelashes, the British advertising watchdog ruled today.
Publicity for the cosmetic giant's 'telescopic' mascara included the claim that lashes will look 'up to 60% longer'.
However, L'Oreal has admitted the actress in the ad Penelope Cruz was wearing 'a few' individual false lashes inserted into her natural lashes to fill in the gaps.
The Advertising Standards Authority (ASA) said the press and TV adverts exaggerated the effect the telescopic mascara had on natural lashes.
After an investigation, the watchdog found L'Oreal's adverts in breach of advertising rules.
'We concluded that, in the absence of a disclaimer stating that Penelope Cruz was wearing some individual false lashes added to her natural lashes, and because the ad did not make clear that the claim referred to an increase in the 'appearance' of lash length, the ads could mislead,' the ASA said in a statement.
L'Oreal argued that its telescopic mascara could make lashes appear up to 60% longer - regardless of whether the lashes were real or artificial.
The cosmetics giant provided a signed affidavit from Penelope Cruz and her make-up artist saying the actress had only been wearing a few individual fake lashes.
But the ASA told L'Oreal to include a disclaimer in future adverts making clear when models were wearing false eyelashes.
L'Oreal said in a statement: '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 this industry practice was not misleading.'
