UK & World News
Natalie Portman's Mascara Advert Is Banned
An advert for Christian Dior mascara featuring Natalie Portman has been banned for exaggerating the effect of the product on her lashes.
The magazine advert showed a picture of the Oscar-winning actress with the text: "Lash-multiplying effect volume and care mascara.
"The miracle of a nano brush for an unrivalled lash creator effect. It delivers spectacular volume-multiplying effect, lash by lash."
The Advertising Standards Authority (ASA) investigated the ad after rival cosmetics firm L'Or? complained that it misleadingly exaggerated the likely effects of the product.
Dior defended the campaign, saying it had not received any complaints from consumers and believed this meant the advert did not exceed likely expectations of the mascara.
But it admitted Star Wars actress Portman's natural lashes had been digitally retouched in post-production using Photoshop software.
It said the retouching was "primarily used to separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes".
A "minimal amount" of retouching also took place to increase the thickness and volume of a number of her natural lashes, it said.
The ASA said Dior provided some before and after photos showing a model's natural eyelashes and the effects of the product on her lashes.
But it said it had not seen any evidence of the mascara's effects on Portman's lashes where there had not been any post-production retouching.
It concluded the advert was likely to mislead and ruled it could not appear again in its current form.
Portman, 31, who has dual US and Israeli citizenship, starred in hitman film L?: The Professional alongside Jean Reno and Gary Oldman when she was a child actress.
She rose to mainstream fame as Padm?midala in the Star Wars prequels and also starred in the dystopian thriller V For Vendetta.
In 2011, she won an Oscar and a string of other awards for her role in Black Swan.