The mascara thing you mention is about avoiding false representation of the effects of the product. This is very different, it is specifically about thinness,

The mascara thing you mention is about avoiding false representation of the effects of the product. This is very different, it is specifically about thinness, I believe that anorexia (or if not anorexia at least the psychological troubles that can lead to it) are becoming very common among teens, so it is more than anything else a "public health" campaign to remove the (false, or retouched) images of impossibly thin models from becoming the "reference model" of the youngers. There was already something similar in a few EU countries, where Laws or Codes of Conduct were made prohibiting to hire fashion models with a BMI lower than 18 for the catwalk: https://en.wikipedia.org/wiki/Body_mass_index#Legislation https://en.wikipedia.org/wiki/Body_mass_index#Legislation The debate was at the time (and still is) whether the BMI in itself is a good metrics.