In a recent decision, the National Advertising Division (NAD)
took a stance against using lash inserts in mascara advertising
making specific performance claims. In that decision, a tiny
disclaimer stating "lashes styled with inserts" was not
sufficient and contradicted the ad's message.
The same reasoning would appear to be applicable in Canada.
Canada's Advertising Standards Canada (ASC), the Canadian
equivalent to the NAD, has found in a number of cases that the
"use of false eyelashes/inserts in mascara commercials is
important information that must be clearly communicated so that
viewers understand the basis for the depiction". ASC has held
that it is insufficient to disclose this fact in a super that does
not appear on the screen long enough to be read and understood by
consumers. Interestingly, the Canadian Cosmetic Toiletry and
Fragrance Association has not taken a position on the use of
eyelash extensions in mascara advertisements.
