Rimmel escapes ban on Kate Moss TV ad

LONDON - A TV ad for Rimmel London featuring the supermodel Kate Moss has escaped a ban by the Advertising Standards Authority.

The ad, by JWT London, shows Moss wearing Lasting Finish Minerals Foundation at a tennis match, which the ad claimed would last for "up to 12 hours".

Three viewers believed a statement used in the spot, that "20 out of 99 women agreed", contradicted the ad’s claim of 12-hour wear and complained to the ad watchdog that the ad was misleading.

Coty UK, Rimmel’s trading company, said it believed it only needed 10 per cent of women to agree that the product lasted 12 hours. The company further said that the test results were shown on screen specifically to avoid misleading customers.

The ASA examined the results of Rimmel’s consumer testing of the product, which showed that on average women believed the product lasted between eight and 12 hours.

Due to the evidence provided by the advertiser, the ASA concluded the ad was not misleading.