A direct mail advertisement by Optimax Laser Eye Clinics, which said ‘we’re the UK’s number one Laser Eye Surgery specialists’ has been banned by the ASA, according to the drum.co.uk. A complaint had been made by Optical Express about the advert, which also claimed that Optimax had ‘the best corrective vision treatment in the country’.
Optimax said the ad was an oversight because they had been ensuring they were careful to avoid comparative and superlative claims in their advertising. Since the advertising Standards Authority did not receive any evidence to back the claims of being number one for laser eye surgery, or for having the best vision corrective treatment in the country, the regulatory body decided that the advert breached the CAP code on misleading advertising and substantiation. It said that the advert must not be shown again in that form.
Filed Under: News
About the Author: Mr. Dave Allamby FRCS FRCOphth is a leading London-based laser eye surgeon. You may have seen him on the This Morning TV show with Phillip Schofield and Fern Britton or read one of several articles in the national press, recently for treating Denise Van Outen, rock giant Rick Wakeman and broadcaster Paul Ross. David is Medical Director at Focus Laser Vision, known as a world-leading clinic in the treatment of presbyopia, or age related loss of close vision. Focus Laser Vision is also London's only clinic to offer next-generation Z-LASIK laser eye treatment for short sight, long sight or astigmatism.