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Bausch & Lomb Optima lens claim as "finest toric" does not need supporting data -- NAD finding.

This article was originally published in The Gray Sheet

Executive Summary

BAUSCH & LOMB OPTIMA CLAIM AS "FINEST TORIC" CONTACT LENS ACCEPTABLE without substantiating data, the National Advertising Division of the Council of Better Business Bureaus concludes in a recent decision. B&L's claim for the Optima -- "The Finest Toric Made. Period." -- is "the advertiser's opinion of its product and a general statement of pride" falling under the definition of "puffery," and therefore "not an objective statement of superiority" that would require supporting data, NAD says.
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