Kate Moss Mascara Ad Banned - StyleList

You see mascara ads in every magazine front lace wigs from Vogue to US Weekly. In every ad eyelashes are impossibly long, thick and separated. But do the mascaras really do that? Are we even convinced that they do? Not usually, we just flip to the next page and carry on with our day. At least most of us do. After numerous complaints stating that Kate Moss was wearing false eyelashes in her Rimmel ads, the Advertising Standards Authority held an investigation. The investigation was specifically targeted at the 'Magnif eyes mascara' ad which boasts that the mascara produces 70% more lift with their 'unique vertical life lace wigs brush.' The ad firm that represents Rimmel, J Walter Thompson, insists that Moss isn't wearing falsies, but admits that the lashes were enhanced after the shoot. Although the ASA cannot prove that the lashes were false, they are concerned that Rimmel has failed to provide evidence confirming Kate Moss was not wearing false lashes. The ASA has told Rimmel not to repeat the ad in its feather hair extension present form and has advised them to provide a disclaimer in future ads stating that the lashes were enhanced after the shoot.