Following a challenge brought before the National Advertising Division ("NAD"), L'Oreal discontinued advertising featuring images of a model's eye lashes that were enhanced in post-production. L'Oreal indicated that it was undertaking to permanently discontinue the advertisements and the NAD concluded that this "discontinuation was necessary and proper." In reaching this conclusion, the NAD cited to a 2011 decision concerning similar mascara advertising, in which the NAD concluded that mascara product demonstrations must be truthful and accurate and cannot be enhanced.
TIP: Product demonstrations must accurately and truthfully portray the potential product benefits. The use of post-production enhancements have the potential to mislead consumers by improperly exaggerating what consumers could expect to achieve through