Search icon


28th Jul 2022

ASAI complaint upheld against Suzanne Jackson over Instagram ad

Sarah McKenna Barry

The complainant said that the ad was misleading as the model was wearing false eyelashes.

The Advertising Standards Authority for Ireland (ASAI) has upheld a complaint against beauty entrepreneur Suzanne Jackson over an ad shared on her Instagram.

In the ad for Jackson’s brand SOSU Cosmetics, a model shows off a dramatic eye look, while the caption reads: “How stunning does [model] look wearing our Eye Voltage Mascara and black kohl pencil?”

As The Times reports, a complaint made against the post claimed that it was misleading as it suggested that the model achieved the look with only the products mentioned, but not disclosing the fact that she’s wearing false eyelashes. This complaint was upheld by the ASAI.

Jackson acknowledged the complaint made against her brand, but insisted that the post never “insinuated that the model wasn’t wearing false eyelashes.”

Recently, Jackson said that she was “taking a step back” from her business.

In an interview with VIP Magazine, she said: “I have actually just hired a new CEO for my business.

“That CEO will be starting – all going well – in September and from then on I’m going to try to step back – a little – and let my amazing team take charge and I’m going to try to live a good couple of months here, in Portugal.”

In citing her reasons for taking a backseat in the business, Jackson said that she wants to see the company grow further, but understands that she can’t do so with her skill-set.

She told the publication: “I need my new team to take it to the next level and make it go global.”

She also shared that she is rebranding the company for the American market and that she is “very excited” about her future prospects.

“Quietly, I am rebranding to SOSU Cosmetics because I am taking my name away from the brand and let it be its own standalone,” she said. “Because no one in America is going to know who Suzanne is anyway.”