DO fined for breach of rules

Robert Squires, of Gillingham, Kent, failed to appear for a GOC hearing which heard that another practitioner had complained to the disciplinary committee concerning an advertisement placed in the Kent Today newspaper on November 19 last year. In support of an article promoting the health aspects of regular eye examinations, Mr Squires approved an advertisement for his practice which claimed 'unlike many high street stores, all our eye tests are done by a qualified eye doctor so any problems can be spotted promptly'. Nicole Hirst, the committee's solicitor, read out a letter from the unnamed complainant. 'I believe the statement breaches publicity rules because it makes reference to the efficiency of the facilities provided by opticians,' it said, 'and secondly it makes claims that suggest superiority over other practices or businesses. 'I suggest that in using the words 'unlike many high street stores' the advertising is explicitly suggesting that the optical care services which he provided are superior to other opticians, and breaches the 1985 publicity rules.' Chairman of the committee, Professor George Miller, said: 'We are satisfied that this advertisement contravened the rules on publicity 1985. We order a financial penalty of &\#163;250 to be paid by July 31.'