Reality TV always has to negotiate the L’Oréal eyelash problem, that’s the thing. Do you remember the 2007 controversy or do you have a life and I need to explain? OK. The beauty brand was hauled over the coals after an advert for their “telescopic” mascara, starring Penélope Cruz, claimed that it offered 60% longer lashes. This, the ASA found, suggested actual growth rather than the optical illusion the product provided. Also, Cruz was wearing individual false lashes to fill in gaps (standard industry practice, L’Oréal said, to maintain the lash line under recording conditions) and this exaggerated the effect the product could achieve on natural lashes. L’Oréal was considered to have crossed the ineffable line between the amount of truth-bending that is an acceptable part of advertising into something like lying.
Reality TV now has to walk similar lines. How much shaping can it bear and still claim to be unscripted? How much manipulative editing can they get away with and how blatant can the setups to drive conflict be before it risks becoming contemptuous and an audience turns away?
