In recent years, thanks in part to the rise of Latisse, the prescription drug that promises longer eyelashes, and the refinement of false lashes, a full fringe around the eyes has come to be one of beauty’s holy grails. Which may be why, when it comes to advertising, mascara marketers have been laying it on a bit thick.

A recent print advertisement for a line of Maybelline mascara, Volum’ Express the Rocket, features the model Freja Beha Erichsen, her eyelashes impressively voluminous. Thanks to a “patented supersonic jumbo brush” that “loads on big, sleek volume instantly,” the copy reads, the mascara offers lashes that are “8X bigger.”

But something besides mascara is giving Ms. Erichsen’s eyelashes a boost: she’s wearing lash inserts or extensions, as falsies are also known. And that’s why the ad recently brought a stinging rebuke by the National Advertising Division.

In a decision issued on Sept. 6, investigators wrote that the ad is “literally false” because “the photograph is not an accurate depiction of the volume that can be achieved by applying the mascara alone without the use of lash inserts.”