"If an ad leads the consumer to believe that something about the product or brand being advertised is true when it is not, or vice versa, the ad is unlawful.
The consumer must be acting reasonably under the circumstances. In other words, the consumer taking action against the advertising cannot only be speaking for him/herself. The ad must be misleading to the general population, and not a mere few people.
The statement or omission must be “material”, which means that it must be relevant to the consumer’s decision to buy the product/support the brand.
If an ad violates these rules, it is considered in violation of the FTC Deceptive Policy Statement, and thus, in violation of the law."
Though I would say these are worse examples than the mascara ad.
I want sexy lashes like that.