The National Advertising Division of the Council of Better Business Bureaus took issue with an ad for NatureLuxe Mousse mascara, which claimed the product made users’ lashes two times fuller than bare lashes and was 20 percent lighter than other mascara, according to a report published by the group.
The offending ad can be viewed here.
The organization also questioned whether the ad implied that the fullness of Swift’s lashes, which were enhanced digitally, could really be achieved with the product. The ad did include the disclaimer “lashes enhanced in post-production” in fine print.
The NAD said Procter & Gamble agreed to discontinue the challenged claims and the photograph after the company became aware of concerns. P&G confirmed this in a statement. As for Swift, she has not commented on the matter.
Groups in Britain have taken similar steps to do away with what they deem misleading advertising. Retouched L’Oreal makeup ads that featured Christy Turlington and Julia Roberts were banned earlier this year.
Do you think consumers should be protected from altered images in advertisements? Or do you think most people are savvy enough to spot a bogus claim? Tell us in the comments.