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.
Eye drops are commonly used to cool or refresh tired eyes and CAP accepts claims along those lines. Claims that eye drops can brighten or make the whites of your eyes clearer are not acceptable without a substantial body of evidence.
Some serious eye conditions are classed as medical conditions for which medical attention should be sought (see the CAP Help Note on Reference to Medical Conditions). Marketers should not discourage essential treatment and should not offer specific advice on, diagnosis of or treatment for a serious eye conditions unless it is conducted under the supervision of a suitably qualified health professional (Rule 12.2).
Last modified : 29 March 2012