Advertising Standards Authority finds CIBA Dailies advertisements are not misleading

Advertising Standards Authority (ASA) chiefs have ruled in favour of CIBA Vision after rival Johnson & Johnson complained about a poster and TV advert for Focus Dailies.

The poster text stated: ‘The most comfortable Dailies contact lens ever, guaranteed. Unique triple action moisture helps to refresh your eyes 14,000 times a day. The secret’s in the blink’, while the TV ad showed a single eye that multiplied each time it blinked. On-screen text stated ‘The most comfortable Dailies contact lens ever. Dailies is a registered trade mark.’

J&J objected to the ads and stated that they were misleading by implying that the advertised lenses were more comfortable than any other brand of daily disposable CLs and added that it had commissioned market research to back up its claim. J&J claimed that a significant proportion of consumers and eye care professionals would interpret the claim made in the ads as meaning that the CIBA product was the most comfortable daily lens ever produced by any manufacturer.