ASA criticises Optimax promo

Comparative promotions by Optimax Laser Eye Clinics on its website in February were found to be misleading by the Advertising Standards Authority (ASA).

The promotions made price comparisons for intralase wavefront Lasik with Optical Express and Ultralase, based on various prescriptions and claimed savings ranging from £1,595 to £2,395. Treatment prices for Optimax were stated as £1,995 and £2,395.

Optical Express challenged whether the comparisons and savings claims were misleading and could be substantiated because it believed the prices were not representative of those charged by Optimax or Optical Express. It also questioned whether Optimax customers were generally charged higher prices than those stated in the promotion.