Cheryl Cole L’Oreal advert allowed to air

Because she’s worth it.

We all know the  L’Oreal advert featuring Cheryl Cole. But we might not all have noticed the text “Styled with some natural hair extensions.” that received over 40 complaints to The Advertising Standards Authority.

The advert in question has today been cleared following complaints that Cheryl Cole was wearing hair extensions.

40 people made official complaints about the ad saying that the effects shown were that of Ms Cole’s hair extensions and that they were not achievable without the benefit of hair extensions.

In their defence, L’Oreal conducted consumer testing on the matter which appeared to demonstrate that the results are achievable by the average shampoo user (who did not wear hair extensions). This testing was accepted by the ASA.

They also pointed out that the advert was “not intended to promise that consumers would look exactly like Cheryl Cole, and the average consumer would understand that the effects would vary according to hair type as well as to how the hair was styled.” (and there was us thinking that all it took was a little shampoo!)

The Advertising Standards Agency added “We considered most consumers would interpret the ads to mean the product would have an effect on the look and feel of hair that was weak, limp, lifeless, dull or straw-like.”