Nice catch by the ASA. But shouldn't this standard be held to every other masacara ad out there, too? Penelope Cruz in Revlon mascara ads and Queen Latifah in Covergirl ads are clearly wearing fake eyelashes too.

Oh and while we're at this "truth in advertising" thing what of Beyonce and wearing her trademark extensions and wigs in L'Oreal shampoo commericals!

Why wear makeup at ALL? I'm 47 years old, and never was permitted to wear it when I was a teenager due to very strict parents, and when I went to college I never had time to apply it because I was in Florida and always on the beach. Whenever we'd go somewhere fancy, I always felt like a clown when I wore makeup, and now that I'm 47 years old, I only enhance my eyebrows with some eyebrow pencil. PERIOD. My skin looks healthier than most 30 year olds, just because I never wore makeup as a younger person - which ruins the skin in the first place by suffocating the pores! So ladies - I'm living proof! You do NOT need makeup. It's all hype by the makeup manufacturers. Go natural... it's better for your skin, and you'll look YEARS younger for not using it!

All false advertising should be banned! Take a close look at the tv adds for mascara.......all phony...........sad that famous women take part in this sham

This isn't new. As long as the product is on the model, they can wear 2 sets of false eyelashes if they wanted.

I think the entire beauty industry needs a reality check.

For instance, not one foundation has the same effects in real life as they do in the commercials.

Sex and perfect sells...Unfortunately it's all BS

Aren't there more important things to deal with than eyelashes?

Hellooo... it's makeup! Are there not more important issues in advertising? With all the poison we've been gobbling up from china because it's cheap, toy companies should have to state in their comercials if it was produced in china. Who has time to run to the store and check every label?

Foundation is just another word for pore clogger! Why do you think your skin looks like the surface of the moon? It's all that junk you spend thousands of dollars on to make you look 'beautiful', but all you are doing is clogging pores and using the foundation to cover your zits and bumps caused from the foundation in the first place! You go, Barbara in #2! If you don't need that crap at 47 I don't need it either and I'm just 24. You make more sense than Revlon! NO MORE MAKEUP for me! Kelly

Advertising is an illusion from selling cars to makeup

you are supose to want to look, feel, act like the actors and models in the ads. It is subliminal messages you can look like this, you can be fab on this beautiful island if you drink this juice.

If you wear this dress this beautiful guy will be your husband.

It is all make pretend and fastasy Including the eyelashes and hair colors.

my thought is that advertisers should just keep it in fantasy and not sell or say that any of it is real unless it really is.

have fun

http://models-fashion-advice.com

well that's stupid. everyone knows or should know that ALL makeup ads; commercial, magazine, whatever-it's all fake. exaggerated, i guess you could say, to make it appealing to the buyer. actually, pretty sure most advertisements that we see are "exaggerated."

OMG. Who cares? This is news now? Why do we even bother with this crap? Everyone one Earth knows that the girls in mascara ads use fake lashes. It's common sense!

Cosmetic ads are such BS but how about food ads - especially the fast food joints. I stopped killing myself with that junk so many years ago mostly because of the advertising. It just so peed me off that the ads looked so yummy and what you'd consistently end up with was plain and simple garbage that looked like someone not only ate it already but horked it up into the wrapper just for you. Everyone involved with this brainwashing junk should enjoy life in hell as we know it with their cheap, disgusting, made in FBE crap.

hanging out in the beach in Florida has to age your skin more than makeup, in my opinion.

First of all, YES, advertising is 'false' most of the time. Would anyone buy anything if the ad was 100% real? Absolutely not. I believe it's called 'sales'. lol
Secondly, makeup does not clog your pores. If you cleanse and care for your skin properly, it can look wonderful, no matter what. I am 40 and do not look it, despite makeup and sun damage thru the years. Also, heredity plays an important factor.
Lastly - THe Rimmel mascara depicted in the ad? I happen to use Rimmel and think it makes my lashes look amazing! It's definately pretty thick and my lashes could pass for false sometimes - depending on how many nice thick coats I put on.
SO THERE!

I would love to have the confidence to feel beautiful without my make-up. Every single time I go out anywhere without my make-up, someone will ask me in an extremely sympathetic voice if there is something wrong or if I am terribly ill or ask me if someone in my family just died or something. It really is a dramatic difference when I apply my make-up compared to when I am not wearing any make-up at all. I really do appear to be very sad without make-up even when I am at my happiest. Guess i have one of those faces only a mother could love - until I put on my make-up anyway. :)

Come on, people! It's advertising...all pics are enhanced! It doesn't promise you that the mascara will make your lashes look exactly like hers, does it? The ad doesn't necessarily SHOW what will happen if you use the product...that's like thinking that women will flock around you and have sex in elevators with you if you use AXE body spray...or like purchasing a Weight Watchers plan will make you look like the model in the pic for that ad....don't be so naive, people...ads are ads.

What is more surprising than a dishonest advert? The idea that Kate Moss is attractive, except to modeling and ad types. Add that Kate Moss is a practical moron in terms of education, and that her contribution to society is nil, and you can see how absurd this discussion really is. Ms. Moss has ceased to be a person if she ever was one, and has become a bionic clothing rack instead. In a sane world, she would be rescued from her bizarre life and be given a purpose for living. Alas, it won't happen. She will go on making millions for walking cross-legged, sucking cocaine up her nose and dulling what senses she has left with obscene consumption, stimulation and alcohol. And to think she is called one of the "beautiful people!"

to the lady who says her skin looks younger because she never wore makeup. I think you are way wrong. Makeup helps to keep your skin protected. My aunt had a job in the fashion industry so she had to wear rather heavy makeup. She looked so much younger than anyone her age long into her later years. going without the protection of make up leaves you more vulnerable to the sun and to other weathering effects. I started wearing some makeup in the 9th grade and have always worn foundation, powder and everything. I began using exfoliants before it was such a big thing, back in my early 30's. I am 57 now and can pass for someone in her early 40's. My daughter-in-law only wears makeup for special occasions, and at 40 her skin is showing a lot of age. I think the makeup helped protect my skin back before we had all the sunblocks that were suitable for facial use. If you use good makeup and take it off properly your pores are never blocked.

FAKE EYELASHES OR "ENHANCED" PHOTOGRAPHY...WHAT'S THE DIFFERENCE, DEAR J. WALTER THOMPSON. OR ARE YOU OF THE IGNORANT OPINION THAT BEING ACCUSED OF YOUR MODEL WEARING FAKE EYELASHES IS LESS OF A LIE THAN A KNOWINGLY BU$$SHIT PICTURE??

WHO,? WOULD REALLY WANT TO LOOK LIKE THE ADDS IN THE MAGAZINES AND ON TV. UNLESS YOU ARE DRESSING FOR TRICK OR TREATE

A LITTLE CAN SAY MORE THAN TRYING TO LOOK SO MUCH LIKE A FAKE.
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WHO CARES???????????