<div><main data-testid="main-content" id="main-content"><article><header></header><div data-component="image-block"><figure><p><span><picture><source srcset="https://ichef.bbci.co.uk/news/240/cpsprodpb/600D/production/_132098542_rimmel.jpg.webp 240w, https://ichef.bbci.co.uk/news/320/cpsprodpb/600D/production/_132098542_rimmel.jpg.webp 320w, https://ichef.bbci.co.uk/news/480/cpsprodpb/600D/production/_132098542_rimmel.jpg.webp 480w, https://ichef.bbci.co.uk/news/624/cpsprodpb/600D/production/_132098542_rimmel.jpg.webp 624w, https://ichef.bbci.co.uk/news/800/cpsprodpb/600D/production/_132098542_rimmel.jpg.webp 800w, https://ichef.bbci.co.uk/news/976/cpsprodpb/600D/production/_132098542_rimmel.jpg.webp 976w" type="image/webp"></source><img alt="A photo of the Rimmel London Facebook ad but on a pink background. The ad says &quot;Rimmel London&quot; and &quot;contoured queen&quot; above a photo of Love Islander Lana Jenkins applying make-up to her cheek. Above the photo is a text caption which says &quot;&quot;Get ready to slay this back-to-school season. Get 25% off Multi-Tasker Concealer and other Rimmel faves with code B2S25 only at lookfantastic.com...&quot;" height="549" loading="eager" src="https://ichef.bbci.co.uk/news/976/cpsprodpb/600D/production/_132098542_rimmel.jpg" srcset="https://ichef.bbci.co.uk/news/240/cpsprodpb/600D/production/_132098542_rimmel.jpg 240w, https://ichef.bbci.co.uk/news/320/cpsprodpb/600D/production/_132098542_rimmel.jpg 320w, https://ichef.bbci.co.uk/news/480/cpsprodpb/600D/production/_132098542_rimmel.jpg 480w, https://ichef.bbci.co.uk/news/624/cpsprodpb/600D/production/_132098542_rimmel.jpg 624w, https://ichef.bbci.co.uk/news/800/cpsprodpb/600D/production/_132098542_rimmel.jpg 800w, https://ichef.bbci.co.uk/news/976/cpsprodpb/600D/production/_132098542_rimmel.jpg 976w" width="976"></img></picture></span><span role="text"><span>Image source, </span>PA Media</span></p><figcaption><span>Image caption, </span><p>Rimmel London has been told the ad must not appear again</p></figcaption></figure></div><div data-component="byline-block"><div><div><div><p>By Ian Murphy</p><p>BBC Newsbeat</p></div></div></div></div><div data-component="text-block"><p><b>A Rimmel London advert that featured a Love Islander has been banned for "playing on young girls' insecurities".</b></p></div><div data-component="text-block"><p>The Facebook ad included a video of 25-year-old influencer Lana Jenkins, who was on series nine, applying make-up.</p></div><div data-component="text-block"><p>But the text above her read: "Get ready to slay this back-to-school season. Get 25% off Multi-Tasker Concealer and other Rimmel faves..."</p></div><div data-component="text-block"><p>The Advertising Standards Authority (ASA) said it implied it was necessary to wear make-up at school to succeed.</p></div><div data-component="text-block"><p>The regulator found that the words "back-to-school season" would be understood as referring to the time of year students returned to school so would appeal to young girls.</p></div><div data-component="text-block"><p>It also noted that the ad had a bright pink colour scheme, books, star emojis and that Lana was holding a fluffy pink pen in the video.</p></div><div data-component="text-block"><p>The ASA ruled that the ad "implied that girls or young women were more likely to succeed or do well when they went back to school if they wore make-up, in this case a concealing and contouring product".</p></div><div data-component="text-block"><p>"We considered the ad had the effect of playing on young girls' insecurities about their appearance and therefore concluded it was irresponsible," it said.</p></div><div data-component="text-block"><p>Coty UK, which trades as Rimmel London, admitted the ad was part of its "Back to School" campaign but denied it communicated a need to wear make-up.</p></div><div data-component="text-block"><p>It said it targeted women aged 18 to 35 who were interested in cosmetics, beauty, fashion and make-up, and said the wording was intended to motivate and build confidence.</p></div><div data-component="text-block"><p>Two people had complained that the ad was irresponsible and the ASA ruled that it must not appear again.</p></div><div data-component="text-block"><p>Coty UK has been approached for further comment.</p></div><div data-component="text-block"><p><i>Listen to Newsbeat </i><a href="https://www.bbc.co.uk/sounds/play/live:bbc_radio_one">live</a><i> at 12:45 and 17:45 weekdays - or listen back </i><a href="http://www.bbc.co.uk/programmes/b006wkry/episodes/player">here</a>.</p></div></article></main></div>