CIBA Vision has survived a challenge from its rival Johnson & Johnson, which complained that ads for CIBA's Focus Dailies were misleading to customers. The Advertising Standards Authority of the U.K. ruled that no deception occurred. The print ad for the lenses said, ?The most comfortable Dailies contact lens ever, guaranteed,? and on-screen text for the television commercial read, ?The most comfortable Dailies contact lens ever.? J&J argued that customers and eye care professionals would interpret the ads to mean that Dailies were the most comfortable lenses ever produced by anyone, and that it had market research proving that. CIBA responded that the ads were clear that Focus Dailies were the most comfortable lenses that CIBA offered, and its brand name and trademark in the campaign made this clear.