Rimmel ambassador Cara Delevingne has had her latest campaign banned.
According to the Daily Mail today, it's been pulled for 'using production techniques that exaggerate the effect of the makeup.'
The advertisement showed footage of Cara applying layers of the mascara, while a voiceover said 'New max-density brush for clump free lashes. Extreme volume ... Extreme wear.'
However, the Advertising Standards Authority (ASA) have said that the product could not achieve the effect that Cara is left with in the advert, and that it must not appear again.
The ASA said 'We noted Coty's [Rimmel's owner's] assertion that the post-production techniques used were not intended to lengthen the model's eyelashes. However, we considered that they did appear to be longer in the after photo.
'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.
'We therefore concluded the ad was misleading.'
Cara has not yet commented on this.
