In the controversial spot, Georgia May Jagger -- the daughter of rockstar-meets-model parents Mick Jagger and Jerry Hall -- is shown in three overlapping shots that seemingly show off the ability of Rimmel's 1-2-3 Looks Mascara to give you three uniquely different lash looks.
Yet, the tiny print at the bottom says, "shot with lash inserts," or code word for fake lashes. The British Advertising Standards Authority (ASA), however, doesn't think the disclaimer is sufficient, and has yanked the commercial, and also banned the print ad from running in magazines.
"Because we considered that the use of different length lash inserts applied to the eyelash area was likely to distort the visual representation of the effect achievable from the use of the product alone, we concluded the images in the ad were misleading," stated the ASA.
Yet, Coty UK -- parent company to Rimmel -- claims that the use of false lashes was not intended to fool the public, but rather accentuate the difference in lash looks you'd see in person, in a way that you could detect on camera.
"[The images] were an accurate representation of the three differing lash looks that could be achieved by using the product. The different length lash inserts were not intended to mislead consumers about the products' achievable effects, but made the effects recognizable for the camera in a close-up professional and highly stylized photo shoot," responded Coty UK.
This isn't the first time Rimmel's mascara ads have landed in trouble with the ASA.
The consumer watchdog ASA has been known to test claims made in beauty advertisements to make sure they are in compliance with regulations, and has also handed similar verdicts to brands like L'Oréal in the past for the use of false lashes in ads featuring Penelope Cruz.
Tell us, what do you think of the mascara police? Do they have too much time on their hands, or are they keeping the beauty world honest?
And speaking of keeping brands honest, check out our personal experience with The Miracle Skin Transformer, with before and after photos to show our results.