Boots Opticians radio ad did not mislead says Advertising Standards Authority

A complaint about a Boots Opticians radio advertisement for children’s UV blocking lenses has been rejected by the Advertising Standards Authority.

Specsavers complained about a radio advertisement which used a patient testimonial to promote the strength and then the UV blocking qualities of a range of children’s spectacles. A further voice- over stated: ‘kids ultra-tough lenses with all round UV protection included at no extra cost. Only at Boots Opticians..’

Specsavers suggested this misleadingly implied that the Boots Opticians’ lenses were the only lenses that offered complete protection from UV. Boots Opticians responded that there was a difference between UV protection and all round UV protection. While others suppliers had front surface UV protection Boots had front and back UV protective coating.