L'Oreal to roll out ad disclaimers

Marketing 01-Aug-07

L'Oreal is inserting disclaimers into its advertising after the Advertising Standards Authority upheld complaints about a commercial featuring actress Penelope Cruz wearing false eyelashes.

A spokeswoman said a disclaimer had already been added to a Maybelline
mascara ad and will be used in all future ads using false eyelashes. The
company is also considering disclaimers for other products it fears may

fall foul of regulations.

L'Oreal has had previous run-ins with the ASA; in 2005 it withdrew a
face-cream ad featuring Claudia Schiffer after complaints about its
efficacy claims.