ASA supports 'sight-saving' advertisement

Complaints against a Royal National Institute of Blind People radio advertisement highlighting the dangers of age-related macular degeneration (AMD) have been rejected by the Advertising Standards Authority.

The advert, stating that some types of AMD could destroy sight in just three months, with the over-50s most at risk, received two complaints that it was scare-mongering. The complainants also challenged whether the advert was socially irresponsible and likely to cause undue fear or distress among the over-50s.

The RNIB said it had commissioned research and had run focus groups to inform its approach to advertisements encouraging people to take action to save their sight. Its research showed that 40,000 AMD cases a year could be treated if action was taken promptly and it provided a telephone number and website address for further information.