A spokeswoman for L'Oreal said a disclaimer had already been added to a Maybelline mascara advert following the ASA decision and will be used in all future adverts using eyelash inserts; however the company is also looking at adding disclaimers to other products that it fears may fall foul of regulation.
Insiders say the company is also looking at the sample sizes of its research panel in anticipation of further criticism.
L'Oréal has had several previous run-ins with the ASA, including over its advertisement for wrinkle cream featuring Claudia Schiffer, which was withdrawn in 2005 after the advertising watchdog found it could not back up the claims made for creams to combat cellulite and wrinkles.
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