An ad in the UK for L’Oréal Elvive Full Restore 5 shampoo and conditioner is coming under fire for deceptive claims.
The ads promise to tackle weak, limp, lifeless, dull or straw-like hair, by making it feel stronger, weightless and silkier.
Problem is, the spokesmodel, Cheryl Cole, a singer and television talent-show judge, uses acyrilic extentions in her hair.
During the spot, a message flashes up, saying her hair is “styled with some natural extensions.” In magazine ads, there is a similar disclaimer. Critics say the disclaimer remains on screen for fewer than two seconds and the magazine advertisements, the hair extensions are mentioned in print a miniscule 2mm high.
The UK advertising watchdog, the Advertising Standards Authority (ASA) said it had rejected 13 complaints that the ads were misleading because the disclaimer about Cole’s hair extensions was “clear and legible”.
So, legally L’Oréal is in the clear, but what will it do to the company's reputation and sales?
Well, chances are, not much. Consumers tend to have short memories. The problem is, advertising should do much more than "not hurt" sales. The ad should clearly be pulled immediately--replaced by one with a more credible claim.
" Source: London Times
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