ASA rules against J&J in Acuvue ad dispute

The Advertising Standards Authority has accepted Ciba Vision’s position against Johnson & Johnson regarding their advertising campaign for the compnay’s 1 Day Acuvue contact lenses. In recent publications, J&J have stated their Acuvue lenses to be ‘Significantly superior comfort than Focus Dailies with AquaComfort’.
The ASA ruled that J&J should refrain from making similar statements unless they can base the claim with proper research studies.
Ciba Vision in response claimed they conducted their own research which showed that customers preferred their Focus Dailies contact lenses and reported improved comfort compaired with J&J’s 1 Day Acuvue lenses.