ASA takes dim view of Bright Eyes claims

A leaflet advertising food supplements including 'Bright Eyes' published by nutritional supplement provider Metabolics has been banned in its current form by the Advertising Standards Authority (ASA).

The ASA challenged the claim 'Metabolics' new Bright Eyes formula contains lutein, zeaxanthin and the anthocyanadins extracted from bilberry and strawberry, all of which are used to keep your eyes healthy'.

It believed the heading 'Is your eyesight deteriorating?' implied a medicinal claim that the product could be used to prevent or cure deterioration of the eyes and therefore required marketing authorisation from the Medicines and Healthcare products Regulatory Agency.

Metabolics said that a wide range of clinical studies had demonstrated the benefits of lutein and zeaxanthin in maintaining eye health and submitted several papers to support the claim. It also responded that it did not believe the heading implied the product could help deterioration of the eyes.