London,
(ANI):
Britain's
advertising
watchdog
has
ruled
against
banning
a
commercial
for
hair
products
featuring
cheryl
cole.
Some
viewers
had
complained
Cheryl
was
wearing
hair
extensions
for
the
L'Oreal
hair
products
advert.
The
Advertising
Standards
Authority
(ASA)
received
40
complaints
saying
the
advert
exaggerated
the
product's
benefits
because
it
was
not
the
singer's
real
hair.
The
Elvive
Full
Restore
5
commercial
features
Cheryl
saying:
"Weak,
limp,
lifeless;
it's
time
our
hair
got
a
life." Later,
she
says:
"My
hair
feels
stronger,
full
of
life,
replenished,
with
a
healthy
shine.
It's
got
its
mojo
back",
while
in
small
print,
the
text
reads:
"Styled
with
some
natural
hair
extensions."
L'Oreal
defended
the
advert
saying
large-scale
consumer
tests
on
participants
showed
that
the
benefits
of
the
products
could
be
achieved
and
were
recognised
by
the
average
consumer
who
did
not
have
hair
extensions.
The
company
said
the
advert
was
not
a
promise
that
consumers
would
look
exactly
like
cheryl
cole.
ASA
agreed
with
L' Oreal,
saying:
"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.
"However,
they
were
likely
to
understand
that
individual
results
would
vary
according
to
their
own
hair
type."