Natalie Portman in Dior Ad The UK Advertising Standards Authority (ASA) has banned Natalie Portman's mascara ad for Dior after rival beauty conglomerate L’Oréal UK challenged its glossy claims. According to ASA, Portman’s photo was unjustifiably retouched to promote false effects and the advertisement’s claim of being an “unrivalled lash creator effect” exceeds its actual results. Dior claims that the photo was originally taken to shill lipstick and that it was designated as a mascara advert in post-production Dior. It stated that Natalie Portman was wearing mascara and eye liner but no false lashes and "did not consider that the post-production techniques went beyond the likely consumer expectations of what was achievable using the product".
However the ASA explained that: "Although we noted Dior's view that the text from the advert did not contain any claims regarding the lengthening of lashes, we considered that the  claims 'Lash-multiplying effect volume and care mascara', '... an unrivalled lash creator effect' and 'delivers spectacular volume-multiplying effect, lash by lash', particularly in conjunction with the image of Natalie Portman's eye lashes, 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."
In February 2012, Britain's ban-happy ASA censured L'Oreal's Revitalift Repair ad for making the anti-wrinkle cream's effects appear "misleadingly exaggerated" due to excessive Photoshop touch-ups on model Rachel Weisz's face.