Accuvision has been ordered by the Advertising Standards Authority to amend its advertisements after a complaint from a rival laser surgery provider was upheld by the watchdog.
The Centre for Sight in East Grinstead, West Sussex, objected to adverts which made claims including, 'No other laser clinic in the UK can match the treatment available at Accuvision,' and 'Such is our expertise we routinely treat people rejected by other clinics.'
It challenged the advertiser to demonstrate the implied superiority.
The ASA sought expert advice before concluding that Accuvision could not show that its treatment was the most advanced. Nor could it show that it could treat patients rejected by other clinics because of its superior treatment. The ASA ruled Accuvision's claims misleading.
An earlier complaint against Accuvision by Ultralase (News, January 31) was not upheld by the ASA.
Read the full adjudication at www.asa.org.uk