Johnson & Johnson Vision Care contact lens advertising claim is criticised

Johnson & Johnson Vision Care (JJVC) has disagreed with a finding by US advertising body the National Advertising Division (NAD) that it had used a leading study question to form an advertising claim.

JJVC agreed to take NAD recommendations into account in future advertising, however, in light of its support for the self-regulatory process, a statement said.

The print ads were directed to eye care professionals and were challenged by Alcon Laboratories.

JJVC had used results from a clinical study where participants wore a pair of the parties’ respective lenses and were asked a series of questions.

NAD recommended JJVC discontinued a claim based on the study question ‘When I removed the study contact lenses, they felt stuck to my eye?’. The other claims were ‘Because a lens they can handle can grow your practice’ and ‘1-Day Acuvue Moist Brand Contact Lenses Easier to remove than Dailies Total1’.