Transitions in the clear over advert complaint

The Advertising Standards Authority has turned down a complaint last month against a television advertisement for Transitions Lenses.

The advert showed three people walking through areas of differing light intensity, a man walking from inside an apartment to a balcony outside, a girl walking from daylight to an underground train and a woman who left the train and stepped into daylight.

A viewer considered it misleading as he believed the advert implied the lenses were able to adapt to different light intensity almost immediately.

Transitions Optical said its latest generation lens was able to activate 70 per cent tint in 35 seconds and fade back from fully activated to a 30 per cent tint in five minutes and that the advert used realistic time progressions to accurately represent the rate at which the lenses would be affected in the scenarios used.