Boots Opticians pulls ‘misleading’ advert after ASA intervention

Boots Opticians has agreed not to repeat a ‘misleading’ advert for spectacles after a complaint was lodged with the Advertising Standards Authority (ASA).

The organisation said it received the complaint challenging an advert in a national newspaper supplement in which wording stated “glasses from only £50.” Images of three pairs of glasses were shown, of which two were labelled as designer brands and one was Boots’ own brand.

The complainant pointed out to the ASA that only Boots’ brand of frames were available for £50 and suggested that the ad was misleading.

‘We approached Boot Opticians with the concerns that had been raised. It provided us with assurances that the ad would be withdrawn and future ads will not suggest that products are available at a certain price if they are not. On that basis we considered the matter resolved and close the case informally,’ the ASA told Optician.