Cara Delevingne Rimmel London ad pulled by regulator

Alys Key
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Delevingne's smokey eye look was deemed misleading by the ASA (Source: Getty)

Supermodel Cara Delevingne may be known for her distinctive eyebrows, but its her eyelashes that have got makeup brand Rimmel into hot water with the regulator.

A Rimmel advert featuring Delevingne has been banned for misleading viewers about the effects of the brand's mascara.

Delevingne's eyelashes were enhanced with lash inserts and post-production touch-up, but this was not made clear in the advert. Rimmel's owner Coty UK said this practice was "industry standard".

The Advertising Standards Agency (ASA) has said that the ad for Scandaleyes Reloaded must not appear again in its current form.

In its ruling, the ASA concluded: "Because the ad conveyed a volumising, lengthening and thickening effect of the product we considered the use of lash inserts and the post-production technique were likely to exaggerate the effect beyond what could be achieved by the product among consumers."

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