Rimmel London ad banned for implying girls need make-up
PA MediaA Rimmel London advert that featured a Love Islander has been banned for "playing on young girls' insecurities".
The Facebook ad included a video of 25-year-old influencer Lana Jenkins, who was on series nine, applying make-up.
But the text above her read: "Get ready to slay this back-to-school season. Get 25% off Multi-Tasker Concealer and other Rimmel faves..."
The Advertising Standards Authority (ASA) said it implied it was necessary to wear make-up at school to succeed.
The regulator found that the words "back-to-school season" would be understood as referring to the time of year students returned to school so would appeal to young girls.
It also noted that the ad had a bright pink colour scheme, books, star emojis and that Lana was holding a fluffy pink pen in the video.
The ASA ruled that the ad "implied that girls or young women were more likely to succeed or do well when they went back to school if they wore make-up, in this case a concealing and contouring product".
"We considered the ad had the effect of playing on young girls' insecurities about their appearance and therefore concluded it was irresponsible," it said.
Coty UK, which trades as Rimmel London, admitted the ad was part of its "Back to School" campaign but denied it communicated a need to wear make-up.
It said it targeted women aged 18 to 35 who were interested in cosmetics, beauty, fashion and make-up, and said the wording was intended to motivate and build confidence.
Two people had complained that the ad was irresponsible and the ASA ruled that it must not appear again.
Coty UK has been approached for further comment.
