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Entries in Ad (3)

Thursday
Oct252012

Agency Bans Dior Mascara Ad Featuring Natalie Portman

Scott Barbour/Getty Images(LONDON) -- A Christian Dior mascara ad featuring actress Natalie Portman has been banned in England after rival makeup company L’Oreal complained that the magazine ad was misleading and exaggerated.

L’Oreal complained to Britain’s Advertising Standards Authority, the independent agency that regulates advertising across all media and that takes action against advertisements that are misleading, harmful or offensive.

The ad for DiorShow New Look mascara showed Portman with a lush, thick fringe of long lashes, and claimed the makeup would deliver a spectacular volume-multiplying effect, lash by lash.  L’Oreal believed it “misleadingly exaggerated the likely effects of the product,” according to the ruling posted on the authority’s website this week.

Dior said it hadn’t received any complaints from consumers, which the company believed demonstrated that the ad didn’t go beyond the “likely consumer expectations of what was achievable with the product,” the ruling said, adding that Dior claimed the ad was stylized and “aspirational.”

Dior told the Advertising Standards Authority that Portman’s natural lashes were digitally retouched in post-production to lengthen and curve them.

Both companies declined to comment to ABC News.

“There is a line they know not to cross,” Lisa Granatstein, managing editor of AdWeek, told ABC News.  “When they do cross it, that’s when the problems happen.”

The advertising authority said it considered that the ad’s claims, along with Portman’s image, “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.”

Because the ad was likely to mislead, it must not appear again in its current form, the authority ruled.

The agency has also banned other makeup advertisements featuring stars such as Julia Roberts and Christy Turlington.

In the United States, experts say, ads such as the Dior one are everywhere but companies are less reluctant to call each other out for making false claims.

“It’s freedom of speech here in the United States and it’s really an excuse for anything from deceptive campaign advertising to mascara advertising,” Granatstein said.

Copyright 2012 ABC News Radio

Friday
Aug172012

Michael Phelps’ Leaked Louis Vuitton Ad Could Mean Olympic Trouble

CHRISTOPHE SIMON/AFP/GettyImages(NEW YORK) -- Swimming champion Michael Phelps might be in hot water with the International Olympic Committee after photos of him posing in a bathtub for part of a Louis Vuitton ad campaign were leaked on the Internet.

Phelps was photographed for the campaign in a bathing suit and goggles in a bathtub reportedly by photographer Annie Leibovitz. The photos were released during a time when Olympic athletes are banned from participating in marketing campaigns.

The regulation was introduced this year by the Olympic Committee and is known as Rule 40, prohibiting athletes from participating in advertising from July 18 to Aug. 15, which included periods before and after the Olympic Games.

The photo of Phelps in the bathtub next to a Louis Vuitton bag, however, popped up on the Internet in early August, appearing on The Daily Mail’s website Aug. 13.

Athletes who break Rule 40 can face sanctions, including financial penalties and disqualification from games, which can mean a loss of medals, as outlined in the Olympic Committee’s guidebook.

The U.S. International Olympic Committee and Louis Vuitton declined to comment. Representatives for Leibovitz did not immediately return calls from ABC News.

Copyright 2012 ABC News Radio

Wednesday
Aug152012

Model Says Volvo Made Her Look Like an Escort in Ad

KAREN BLEIER/AFP/Getty Images(NEW YORK) -- A model has sued Volvo for its use of her photo in print and Internet ads, alleging that the Sweden-based car maker made her look like a Swedish escort, according to court documents.

Carolyn Giles, 30, says a photo exclusively for Volvo’s S40 model car has turned up in ad after ad for all kinds of products from tourism to rental cars in at least 25 different countries, all without her consent.

She is suing Volvo, Hertz and her modeling agency -- Ford Models -- for $23 million.

“I was paid $2,000 unlimited usage for Volvo for their S40 model,” Giles told ABC News’ Diana Perez.

The most offensive, unauthorized use of her image, she says, was on an Australian dating website promoting a night of socializing, sponsored by Volvo.  The website, fastimpressions.com.au, invites singles to “spend a night with a Swedish model of your choice.”

After the ad mentions the Swedish models, it says they come in the shape of four spectacular cars.

Volvo said in a statement that it was a play on words and “the ‘sexy Swedish models’ were cars, not escorts.”  (Ford Models declined to comment and Hertz did not respond to a request for comment.)

But Giles doesn’t buy the play-on-words defense.  

“It took me really, really looking through it at least two times for me to even get to that,” she said.

Giles says in the lawsuit that the promotion was done “to make it appear that she may be an escort with extreme sexual and inappropriate connotations and innuendos.”

Volvo said Giles signed a release granting rights for “unlimited print and Internet placements worldwide for an unlimited time.”

Giles disagrees with Volvo, saying, “The product is Volvo S40.  I didn’t say that Volvo could use my image for anything Volvo for the rest of my life.”

No matter what happens, Giles, who has been modeling for more than a decade, says her suit is about the principle.

“Even if I end up with nothing,” she said, “I would just be happy if the industry standard changed and people started doing what they’re supposed to do.”

Copyright 2012 ABC News Radio







ABC News Radio