The Advertising Standards Agency upheld a complaint against a Boots Opticians' free eye exam leaflet, finding the wording was likely to mislead customers, whose liabilities for cost were not made clear.
The leaflet stated: 'free eye examination or we'll refund the cost of your examination by another optician if you buy a complete pair of glasses or contact lenses...' The complainant thought it was misleading as it was not clear that, although the money would subsequently be refunded, the Boots eye exam had to be paid for up front.
Boots said it was a voucher, not a leaflet, that had existed for several years and was handed out in stores this was the first complaint it had received. The company nevertheless submitted an amended voucher with new wording: 'free eye test if you buy a complete pair of glasses or contact lenses. We'll even refund the cost of your eye test by another optician'. It added in the terms and conditions that the cost of the eye test would be refunded at the point where glasses or CLs were purchased.
However, the ASA upheld the assessment, stating that while acceptable to describe the eye exam as free as it would be refunded, the wording was confusing. It was likely to be interpreted that the Boots eye exam would be free, with no up-front payment, but that the cost of an exam by another optician would be refunded.
The ASA said it appreciated Boots' efforts to amend the leaflet, but felt this did not go far enough. It said the new wording was ambiguous and further amendments were necessary. The leaflet breached four CAP Code clauses.
New wording was suggested by the ASA of: 'Free eye test if you buy a complete pair of glasses or contact lenses. We will refund the cost of your Boots eye test and will even refund the cost by another optician'.