[DanBC]

People should be honest in advertising.

In the UK it is very common for a competitor to send complaints about adverts to the regulators. This is almost free to the people sending the complaints but potentially costly to the advertisers.

One example of this would be mascara ads, which had very many reports being sent to and fro. Now mascara ads in England either use real product on real eyelashes or they contain disclaimers about the use of fake lashes.