ASA rules against laser eye clinic's mailings

The Advertising Standards Authority has ruled against two direct mailings from Optimax Laser Eye Clinics offering cut-price laser surgery following a challenge by Optical Express.

The first, an email, was headed 'Half Price - Laser Eye Surgery Now £1,995 for Both Eyes + 1 Year's Interest Free Credit', while the second, a letter, was headed 'Half Price - Laser Eye Surgery Was £3,990 Now £1,995 You Save up to £1,995 (50 per cent off)'. Optical Express challenged whether the claims half price in the two ads, and '50 per cent off' in the second were misleading because they did not contain the qualification 'up to'.