ASA rules advert was misleading

The Advertising Standards Authority has upheld two of three complaints by Specsavers over a regional press advertisement by Newcastle-based On:Spec optical.

The ad stated 'Save up to 77 per cent on glasses at On:Spec - Independent research proves it! On:Spec - 2 pairs of equivalent product including SV lenses only £37.50 that's 50 per cent less than Specsavers.' Further text with an arrow to a pair of spectacles stated 'Specsavers - 2 pairs of spring-sided frames including SV lenses £75.' It added that full research results were at the On:Spec website.

Specsavers said the '50 per cent less than Specsavers' claim was misleading and challenged the assertion 'independent research proves it' and whether the spectacles shown were the same as those sold by Specsavers.