Kate Moss mascara advert rapped

RIMMEL mascara adverts in which Kate Moss’s eyelashes were digitally enhanced broke advertising rules, the industry watchdog said yesterday.

The agency behind the campaign denied the supermodel wore false lashes on the shoot — but gave no evidence to prove it, according to the Advertising Standards Authority (ASA).

Rimmel’s “magnif’ eyes mascara” magazine and TV adverts broke advertising rules by using images that might have exaggerated the product’s benefits, the watchdog ruled.

And the TV commercial’s claim that the mascara gave “70% more lash lift” could mislead viewers because it referred to a change in appearance not actual lash length, the watchdog said.

Advertising agency J Walter Thompson told the ASA that Kate Moss’s eyelashes had been “cleaned up and enhanced” in post production.

But it did not explain the extent to which the appearance of the model’s lashes had been changed.