Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
The ASA and CAP have accepted that certain vitamins and minerals (such as Vitamin A) are essential for normal vision. In the past, the ASA has accepted that a health supplement could help maintain healthy eyes (Vitabiotics Ltd, June 2000) but rejected claims that Lutein and Zeaxanthin (carotenoids) had been shown to be key ingredients for maintaining full eyesight (Healthwatch Ltd, 7 August 2002). Since then, CAP has looked at evidence that suggests it might be acceptable to advertise Lutein supplements on a health-maintenance platform, such as “can help maintain healthy eyes”. That position has not yet been tested by the ASA and marketers should ensure they hold generally accepted robust evidence (Rule 12.1) - See ‘Eyes: Lutein’.
In 2005, one marketer (Windsor Health, 2 March 2005) claimed that diet could improve vision, especially in diabetics. The ASA ruled against the claim “Macular degeneration vision improvement” and marketers advertising supplements should be wary of making claims that supplements can improve eye health.
Last modified : 26 July 2010