• July 26, 2007

The Advertising Standards Authority in Britain has ordered L'Oreal to add a disclaimer to its ad for Telescopic mascara after a viewer protested that the ad's model, Penelope Cruz, was wearing false eyelashes.

L'Oreal was told to make it clear that its "60 percent" claim--and future claims--referred to the appearance of the lashes, not to an actual extension in the length that could be achieved by using the mascara, according to a report in The Mail.

While the French company admitted that Cruz was wearing "individual false lashes" to fill in the gaps in her natural lashes, it said its "60 percent" claim referred to the appearance of the lashes and not to an actual extension in the length that could be achieved by using the product.