ABDO advises how to handle internet threat

ABDO has responded to members' concerns regarding direct sales organisations and accusations of 'rip-off prices' in the profession.

The dispensing opticians association has followed the AOP in issuing advice to its members via its website regarding any cut-price optical business which may rely on high street professionals helping to make minor adjustments to spectacles (News, February 18).

General secretary Tony Garrett has commented on the possibility of customers bringing their spectacles into outlets, and what members should do.

'Members should be absolutely clear on how to handle such requests,' he said. First, the association recommends the following for requests for PD measurement: 'These measurements do not form part of the prescription. You should not measure someone who comes with a prescription from another practice unless you charge a proper fee and record the visit, the request and what action was taken/advice given.

'Second, adjusting/repairing spectacles from direct sales outlets: you should not normally undertake such requests, but refer the customer to the supplier. Any actions you may take could lead you to being joined in any action if the customer chooses to seek redress from the original supplier.

'If you do undertake the repair you should only do so for a fee,' Garrett advised, 'and make a comprehensive note of what action you took and any advice given. You should also detail the fault you were asked to correct.'

Following last month's Daily Mail article ... which claimed the profession was profiteering with an example of a 1,000 per cent markup ... Garrett responded that ABDO 'has no doubt that high street opticians give good value for the highly professional service which they give'.

'Prices charged reflect the total package including professional fees,' he commented. 'Like any other profession, dispensing opticians deserve to be rewarded for the level of skills they have, the knowledge they have acquired and the continuing training they undergo.'

Companies offering cheap spectacles were not offering the same product as a professional optician, he said.

'The public has considerable choice in which practice to visit and in the range of prices available,' he said. 'The market is highly competitive, but with one unifying factor - the health of the patient, their ongoing care and the level of expertise which is always available.' 

His comments were partly in response to questions from members in relation to cut-price supplier Glasses Direct's claim that it employs 'the services of GOC-registered DOs who supervise the dispensing of all our glasses'.