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.
Conductive Keratoplasty (CK) is a non-laser treatment, which applies radio waves to shrink and reshape corneal tissue, for mild long-sightedness. Although less invasive than an excimer laser, the procedure is still relatively new and the long-term effects are uncertain. In its ruling on 30 June 2004, the ASA concluded that CK was not proven as a wholly and consistently “safe” approach to improving mild long-sightedness or as permanently correcting the effects of presbyopia. The marketer provided trial data for the treatment of hyperopia (long-sightedness), a different condition from age-related deterioration of the eye, but the ASA rejected claims that CK could correct presbyopia and was a permanent solution to long-sightedness. Claims that it can restore the eye’s original close focussing ability should be avoided in marketing communications until or unless trial evidence confirms that it does (Horizon Eye Centres, 30 June 2004).
Claims for any eye treatment should not unfairly discredit alternatives or use scaremonger tactics about, for example, the dangers of wearing contact lenses. Marketers, may, however, refer to the need for contact lens wearers to adopt the highest standards of hygiene.
Last modified : 29 March 2012