Let's hear it for the watchdogs

It's unlikely that many tears of solidarity were shed by drinks suppliers as cosmetic giant L'Oreal took a very public lashing from advertising watchdogs last week. The beauty brigade - delicate flowers that they are - is said to have been rocked by the Advertising Standards Authority's decision to ban a make-up commercial starring actress Penelope Cruz. It backed a complaint that L'Oreal had exaggerated the effects of one of its mascaras - claimed to make lashes look 60% longer - because the Spanish star was actually wearing false eyelashes.

Apparently air-brushing and other techniques are common-place in adverts flogging make-up, which means we can give ourselves a pat on the back for astutely ignoring "the science bit" and going off to make a cup of tea.

For drinks firms - and the ad agencies employed by them - any suggestion that firms such as L'Oreal are reeling from the ruling must seem like the kind of diva-fit we expect from cat-walk queens.

While many nobly maintain that regulation - voluntary or statutory - generates the most innovative creative output (and I'm sure they are right) this still seems like a victory for honesty over a blatant attempt to lead consumers up the garden path - a misdemeanour for which companies in all sectors deserve to be hauled over the coals.

Unwelcome paternalism is one thing - but let's hear it for watchdogs exposing the truth, while allowing alcohol producers a moment to gloat that it's not them in the dock for a change.

It's a smug feeling that we all know won't last long, with the spectre of more government control looming large and growing fear that alcohol is the new tobacco.

For any industry, the threat of enduring yet more suffocating intervention - along with the endless stream of red tape already engulfing the businesses selling its products - would be a reason for the mascara running.