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Alcon, B&L settle advertising claims out of court
NEW YORK — Two contact lens manufacturers recently chose to settle an advertising dispute through the National Advertising Division of the Better Business Bureau rather than in court.
Alcon Laboratories had brought to the attention of the business watchdog group certain claims made by Bausch & Lomb about B&L’s ReNu with MoistureLoc contact lens solution.
The National Advertising Division (NAD) concluded that B&L provided a reasonable basis for its MoistureLoc name and its visual depiction of a moisture-encased lens in the challenged advertising. The group also concluded that B&L provided a reasonable basis to support its claim that the product “kills germs best.”
However, the NAD also ruled that B&L’s claims that the product “kills germs best to help keep your vision crisp and clear and your eyes healthy” was not supported and recommended the claim be discontinued. NAD also agreed there was insufficient evidence to support the claim of 16-hour comfortable lens wear or a comparative superiority claim.
B&L said in a statement that it would address NAD’s concerns in future advertising and will continue to make claims that are supported by labeling cleared by the Food and Drug Administration and substantial medical evidence, according to the NAD release.
Alcon manufactures Opti-Free Express, a product that competes with ReNu.