Looks like the Advertising Standards Authority (ASA) doesn’t care, if it is an iconic brand or an A-List Hollywood celebrity, when it comes to rules. Everyone has to follow it.

The independent organization that regulates and controls the content and portrayals in various advertisements has banned the Dior mascara ad featuring Oscar winner Natalie Portman according to blog.zap2it.com.

In the ad, the actress flaunts long and dark eyelashes which is said to be the results of the mascara that “thickens, and extends the lashes for a multiple lash effect.”

The conflict started when the brand’s rival L’Oreal UK filed a complaint against Dior as the ad is said to have been misleading the customers by showing false results and that Portman’s lashes have been exaggerated using editing techniques.

While Dior rejected the notion that false eyelashes were used on the actress it admitted that the lashes were retouched using Photoshop to “separate/increase the length and curve of a number of her lashes and to replace/fill a number of missing or damaged lashes, for a more stylized, uniform and tidy effect.”

The ASA studied the matter and acknowledged Dior’s aim to increase the length and curve of Portman’s lashes and to increase the thickness and volume but said that even though Dior admitted to using editing techniques, it was misleading the audience about performance of the mascara product being advertised.
“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,” ASA spokesperson said.

After hearing what Dior had to say in its defense the ASA ruled the verdict as that “The ad must not appear again in its current form.”

Dior is not the first brand to be pulled up by the ASA for misleading the customers. According to huffingtonpost.com, last year famous cosmetic brand Maybelline faced the organization’s crackdown for using excessive airbrushing for the Lancome ad featuring Julia Roberts and the brand’s Eraser foundation ad featuring Christy Turlington.