Photo: Cover Girl

The UK polices its advertisements with a much firmer hand than the U.S. In 2007 they fined L’Oreal for putting falsies on Penelope Cruz and last year they chastised Rimmel for putting fake lashes on Georgia May Jagger. Now they’re going after Cover Girl for doing the same in their newest mascara ad, despite Cover Girl’s asterisked disclaimer, “Lash inserts were applied to both of Nicole’s lashes to add lash count before applying mascara.” As the Daily Mail points out, the use of fake lashes contradicts the question running the campaign, “Is Your Volume True or ‘False’?” but the real question is, do you even care? Mascara ads are about as realistic, and as purposeful, as perfume ads.  Chances are, since you first swiped mascara on your lashes in 8th or 9th grade and they didn’t actually extend up to your eyebrow, you haven’t actually believed such ads feature untouched eyes.  Like a fragrance, they’re selling you an idea. Unless of course you do think they’re real in which case, really?