Dior's Natalie Portman Mascara Ad Banned

'A Dior mascara advert, featuring actress Natalie Portman, has been banned by the Advertising Standards Authority (ASA) after rival L'Oreal UK challenged whether the image misleadingly exaggerated the effects of the product. According to the ASA, Parfums Christian Dior said that they had received no consumer complaints for the Dior Show New Look advert and that Natalie Portman's natural lashes were retouched digitally in post-production to "separate/increase the length and curve of  a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylised, uniform and tidy effect." 
Dior also revealed that the image was originally produced to advertise a lipstick and the decision to use it for the mascara advert came after the photograph had already been taken.
It stated that Natalie Portman was wearing mascara and eye liner but no false lashes and "did not consider that the post-prodctuion techniques went beyond the likely consumer expectations of what was achievable using the product."

However the ASA explained that; "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 has ruled that the advert must not appear again in its current form.' - Vogue.com