GOC fines Boots for misleading advert

Boots Opticians Professional Services has received a fine of £40,000 after a General Optical Council fitness to practise committee ruled it damaged the public's trust in the profession with a misleading consumer advert for its Boots Blue Protect lenses.

The multiple admitted failure in ensuring the content for the advert, placed in The Times in January 2015, was backed up by evidence to support claims within the copy that the lenses protected patients from harmful blue light and retinal damage over a prolonged period. The allegation of failing to ensure the advert received prior approval by a registrant was also admitted.