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Natalie Portman’s Dior Ad Banned in the UK

The actresses newest ad was banned for false advertising

By: Sarah Bauder
Published: October 23rd, 2012 in Culture » Society » News
Banned Ad

Not even an Academy-award winning Hollywood beauty such as Natalie Portman, can escape the ubiquitous gaze of the U.K.’s Advertising Standards Authority (ASA). After a single complaint was lodged (incidentally by L’Oreal UK), a Dior New Look Mascara ad featuring the actress, was banned by the independent watchdog organization. According to the ASA, the aforementioned ad was pulled because Portman’s eyelashes were reportedly retouched, thereby making it misleading.

"Although we noted Dior's view that the ad's text did not contain any claims regarding the lengthening of lashes, we considered that the ad's claims 'Lash-multiplying effect volume and care mascara', '... an unrivalled lash creator effect' and 'delivers spectacular volume-multiplying effect, lash by lash', particularly in conjunction with the image of Natalie Portman's eye lashes, would be understood to mean that the mascara could lengthen the lashes, as well as separate them, increase their thickness and volume, and generally enhance lash appearance," the ASA explained in a statement.

As a result of the ASA’s findings, Dior has agreed to withdraw the ad in its present form, without any formal investigation. It’s a matter of opinion really, whether the watchdog ought to have banned said ad after a single complaint. Take a look, and draw your own conclusions.

Related articles: Natalie Portman, Dior, L'oreal, Britain, London, United Kingdom, Black Swan, Banned, UK, Controversy, ASA
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