Health: Eye drops and eye brighteners

Oct 12th '22

  • Non-medicinal eyedrops

Eye drops are commonly used to cool or refresh tired eyes and Committee of Advertising Practice (CAP) accepts claims along those lines. However, claims that eye drops can brighten or make the whites of your eyes clearer are not acceptable without a substantial body of evidence.


Advertisers should not confuse between drops that are suitable for contact lens wearers and those that are not.


  • Medicinal eyedrops

Medicinal claims for unlicensed products are not permitted.  Marketers are reminded that prescription-only eye drops must not be advertised to the public. See CAP Advice on Prescription-only medicines and Healthcare: Medicinal claims.


  • What about conditions for which medical supervision should be sought?

Some serious eye conditions are classed as medical conditions for which medical attention should be sought. 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. See the CAP Guidance on References to Medical Conditions


Source: CAP


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 (ASA). CAP’s AdviceOnline entries provide guidance on interpreting the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing.


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