Rimmel London had to pull a new mascara ad featuring Cara Delevingne after the UK's Advertising Standards Authority deemed it "misleading."

The ASA ruled to ban the ad because it used false lashes to sell Rimmel's Scandaleyes Reloaded line of mascara, which is said to give consumers "dangerously bold lashes." According to the BBC, the ad failed to mention that Cara Delevigne was wearing some individual lash inserts, and that some of her lashes had been redrawn in post-production.


Rimmel's parent company Coty UK argued that Delevingne's lashes were full on their own, and that lash inserts and touch-ups in post production are standard practice.

The ASA wasn't buying it. Its ruling stated:

Because the ad conveyed a volumising, lengthening and thickening effect of the product we considered the use of lash inserts and the post-production technique were likely to exaggerate the effect beyond what could be achieved by the product among consumers.

Because the ad was ruled to be "misleading," Coty UK pulled it off the air.


Man. I feel like my life has been a lie. PLEASE, TELL ME CARA'S BROWS ARE REAL. (I'm kidding, I know they are. You can't fake brows that flawless.)

Sources: BBC