US Ad Monitor Recommends B+L Discontinue Claims About PeroxiClear
Monday, December 5 2016 | 00 h 00 min | News
Bausch + Lomb has voluntarily agreed to discontinue certain claims about PeroxiClear product, such as superior comfort over Clear Care, but was able to support its claim of keeping lenses moister for longer.
The National Advertising Division, an investigative unit of the ad industry’s self-regulator, looked into the B+L claims due to a challenge made by Alcon, manufacturer of the competing brand Clear Care.
The discontinued claims include “85% of Clear Care users agree PeroxiClear provides superior all-day comfort” and PeroxiClear “keeps lenses cleaner for longer” or “cleans lenses better” than Clear Care.
The NAD found that the consumer preference studies submitted by B+L were insufficiently reliable to support their claims of superior comfort, though the NAD does not consider claims on their merits.
B+L issued a statement saying that they would comply with the NAD’s recommendations, but they disagree with “NAD’s conclusion that the randomized clinical trial submitted by Bausch & Lomb is insufficient to substantiate the comparative comfort claims at issue.”
Read the full press release here.
