Taylor Swift CoverGirl mascara ad pulled in the U.S.
12/20/2011 by Kristina Lopez
A CoverGirl ad featuring country superstar Taylor Swift endorsing NatureLuxe Mousse Mascara has been pulled by Procter & Gamble after the National Advertising Division of the Council of Business Bureaus Claims (NAD) made an inquiry into the company's claims of the product, reports Business Insider. The ad claimed the mascara could give "2x more volume" and was "20% lighter" but the photo which allegedly showed the desired effect (which can be seen above on the right) had a caption at the bottom that said the image was enhanced in post-post production. NAD is a U.S. industry watch dog of the adverting business and imposes self-regulation. The organization reportedly asked Proctor & Gamble for proof of their claims. After NAD made their inquiry on December 1, Proctor & Gamble told the watchdog organization that it had "permanently discontinued all of the challenged claims and the photograph in its advertisement," according to a December 15 statement from NAD. "It is well-established that product demonstrations in advertisements must be truthful and accurate and cannot be enhanced." "You can't use a photograph to demonstrate how a cosmetic will look after it is applied to a woman's face and then -- in the mice type -- have a disclosure that says 'okay, not really,'" NAD director Andrea Levine told Business Insider. The ad ban is similar to one that occurred with Julia Roberts and Christy Turlington in July with their ads for Lancome in the United Kingdom. The actress' ad was banned in the U.K. by the Advertising Standards Authority (ASA) over complaints that their images have been overly photoshopped and are falsely advertising the benefits of L'Oréal beauty products. Swift was named Billboard's "Woman of the Year" in October. She has outsold any other artist in the past 12 months to earn the title. At 21, Swift is the youngest artist to receive the honor. Her third studio album "Speak Now," which was released in October 2010, has sold over five million copies worldwide, including one million in its debut week. On November 30, it was announced that Swift is up for three Grammy Awards for the 2012 ceremony.
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