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Last Updated: Wednesday June 02 2010 15:25 GMT

Cheryl advert complaints rejected

Cheryl Cole

A shampoo advert starring Cheryl Cole has been cleared of being misleading after complaints that the singer was wearing hair extensions.

In the advert she said her hair "feels stronger" and "full of life", with a "healthy shine".

Forty people complained, saying Cheryl was wearing hair extensions.

But the Advertising Standards Authority (ASA) said that tests showed the shampoo also worked on people who didn't have hair like Cheryl.

The ASA said tests done by L'Oreal showed that people who didn't wear hair extensions could get similar results.

Hair type

It added that how well the product worked would depend on the user's individual hair type.

The company said the adverts had not promised that consumers would look exactly like Cheryl Cole.



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Cheryl Cole

Cheryl Cole

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