AOP defends optics after Mail price claims

The AOP has acted swiftly to try to counter the latest negative publicity on the profession  following an attack on retail optics' pricing by a national newspaper.

The Daily Mail (February 12) claimed that 'high-street opticians are generating massive profits on cheap spectacle frames', and mentioned the big four retail names before concentrating on allegations against Specsavers Opticians. It published a table of 11 examples of wholesale prices, and official list prices, with percentage mark-ups ranging from 831 per cent to 1,071 per cent.

This week the AOP said: 'We are all too familiar with this line, but it only appears to be credible if you ignore the most important facts. The newspaper neglects to mention anything about professional optometric and dispensing services or the costs of providing eye care. These, of course, are the most expensive and the most vital elements of the purchase price of a pair of spectacles.'

It is the second time in the space of a month that the Guernsey-based group has been targeted by the Associated Newspapers tabloid, and on January 19 the newspaper featured a letter by Specsavers' founder Mary Perkins after reports involving Glassesdirect.co.uk

This time the newspaper has found fault with Specsavers' mark-ups, though the article draws the other multiples into the firing line: '...it is clear that firms such as Specsavers, Vision Express, Boots and Dollond & Aitchison, are making a mint from failing eyesight'.

Nevertheless, speaking to optician the journalist involved admitted the story's 'leaked invoices' related to Specsavers alone, and could not confirm that there would be any follow-up articles.

The AOP immediately issued guidance notes for its members, with its chief executive designate Bob Hughes emphasising the importance that the public is paying for 'individual professional service' and 'a complete service' (see column).

Elsewhere the AOP asks whether the article is linked to publicity regarding cheap internet suppliers of eyewear. 'This article does make points that the internet suppliers would find helpful.  Some web-based suppliers apparently offer completed spectacles from as little as £15. They are good at using the press to exploit their claim of offering good value. 

'Internet suppliers hope to live off the back of the profession by using prescriptions, (as of course the law allows) but suggesting that the profession will carry out any subsequent frame adjustments. Optometrists, opticians and their staff have no obligation to provide an alterations service and, if they choose to do so, it should be in return for a professional fee.' 

'We have also heard reports that internet sites are recommending that patients return to an optician to seek to obtain a range of other measurements.'

On the potential legal situation, the AOP warned that: 'Regulations do not require an optometrist to take or provide measurements when writing a prescription. 

'Similarly, there is no requirement to adjust a patient's frame if you didn't supply it. Any request for either of these services should be treated as a private transaction and charged for.'