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Natalie Portman advert banned

by: Rachel Weisbach - Last updated: 2012-10-25

Natalie Portman

Natalie Portman

An advert featuring actress Natalie Portman has run into trouble with the Advertising Standards Authority after it was ruled to be selling a product in a misleading way.

The poster for Diorshow Mascara, from cosmetics giants Christian Dior featured a shot of the Israeli-born Oscar winner showing off heavily made-up eyelashes as she stared intently into the camera.

However rival cosmetics firm L'Oreal were none too happy with the ad and its claim that the product would offer 'spectacular volume-multiplying effects' - and promtply complained that the campaign had over-exaggerated what the product could do.

As a result Dior were forced to admit the photo had been retouched before the poster was released - saying that changes had been made to the image to 'increase the length and curve of a number of lashes which were missing or damaged' - and that no customers had complained about being misled over the product.

The poster has now been banned from distribution by the ASA, who said that it did not show the true effect of the mascara - and was therefore giving consumers the wrong impression.

"Because we considered that we had not seen sufficient evidence to show that the post-production retouching on Natalie Portman's lashes in the ad did not exaggerate the likely effects of the product, we concluded the ad was likely to mislead," the organisation said in a statement.

It's bad news for Natalie, who has been a regular model for Dior in a number of campaigns.

Previous campaigns saw the Black Swan star posing topless for the Miss Dior fragrance campaign as well as jumping into a fountain in Rome - in a recreation of one of the most famous scenes from the Fellini film La Dolce Vita - for another advert for the perfume.