Eye care industry leaders met at the White House to discuss tariff implications

The Vision Council also proposed policy ideas to a White House representative to offset the effects of tariffs on the eye care industry. Image credit: AdobeStock/Vacclav

Representatives from The Vision Council took a visit to the White House in Washington, DC to meet with Robin Colwell, deputy assistant to the President and deputy director of the National Economic Council, to discuss vision care and challenges posed by current trade policies.¹ A group of representatives from several vision care organizations and companies met to emphasize how tariffs are increasing the cost of eyewear and vision products, many of which are considered Class I medical devices and essential to children, older patients, veterans, and low-income patients, according to a news release.

“We appreciated the opportunity to meet with the White House and share how foundational vision is to Americans’ everyday lives,” said Ashley Mills, CEO of The Vision Council. “This conversation allowed us to highlight both the essential nature of vision care and the impact that rising tariffs are having on our industry and the consumers we serve.”

Other industry leaders present for the meeting were Scott Shapiro, executive director of Industry Relations and former CEO of Europa Eyewear, Brandon Butler, president and CEO of Artisan Lab Network and PAL, Jamie Rosin, owner of Rosin Optical, and Ken Bradley, president and CEO of Eschenbach Optik of America. Shapiro outlined how his US-based manufacturing facility has faced challenges with imported components. He also provided background on how restrictive “Made in USA” labeling regulations can limit a company’s ability to accurately represent domestically assembled products. Butler underscored challenges faced by optical labs in reshoring production, particularly the lack of production in US-made machinery, and the financial strain tariffs are causing on raw materials. Rosin highlighted the downstream health impacts on patients, particularly children and older adults, when rising costs delay access to care. Bradley stated that increased costs affect publicly funded programs like Medicare, Medicaid, and Veterans Affairs, which raises taxpayer burdens while reducing patients served.¹

The Vision Council also “presented constructive policy ideas aimed at supporting the administration’s goals while easing the pressure on providers and patients,” according to the release. Some of those ideas included revisiting the “Made in USA” labeling standards for products assembled domestically with imported components, regulatory parity with other Class I medical devices in the case that an exemption process is opened, and broader incentives to support domestic manufacturing and supply chain development.¹

“Our members are committed to strengthening U.S. manufacturing while ensuring that vision care remains affordable and accessible,” Mills added. “We look forward to continuing the conversation and identifying practical solutions together.”

Currently, plastic eyeglass frames, OTC reading glasses, complete eyeglasses, safety glasses, and goggles imported from China are among the products that would be most affected by tariffs, subject to a combined tariff rate of approximately 64% if reciprocal tariffs are rolled out next month. Sunglasses imported from China will be taxed at 63.5%. Additionally, a variety of eyeglass cases, lens processing equipment, and other optical machinery originating from China could face combined duty rates between 80% and 90%.²

References:

1. The Vision Council advocates for the vision industry during White House meeting. News release. The Vision Council. April 22, 2025. Accessed April 22, 2025. https://thevisioncouncil.org/blog/vision-council-advocates-vision-industry-during-white-house-meeting

2. Joy J. Optimism persists among eye care providers despite looming tariffs. Optometry Times. April 10, 2025. Accessed April 22, 2025. https://www.optometrytimes.com/view/optimism-persists-among-eye-care-providers-despite-looming-tariffs