Viewers have complained that a L’Oréal advert fronted by Cheryl Cole is misleading.

Cole landed the £500,000 deal in August and has since starred in television adverts for L’Oréal Elvive Full Restore 5, a range of shampoos and conditioners.

The Times reports that 13 viewers have complained to the Advertising Standards Authority about the commercials because Cole wears hair extensions.

The authority rejected the claims as a message is shown during the advert which says that Cole’s hair is “styled with some natural extensions”.

“A problem would only arise if the ad did not make clear that she is wearing these extensions,” the watchdog said. “It is also worth noting that the hair extensions are made from natural hair and have been treated with the products being advertised.”

However, Cole’s hairdresser Julien Guyonnet has reportedly revealed that she uses artificial fibre extensions because the glue used for natural ones was damaging her hair.

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