Laser ads misleading, says ASA

The Advertising Standards Authority has ruled against Optical Express over two emails and an internet banner for laser eye surgery which it considered likely to mislead.

Five complainants to the advertising watchdog objected that the claim 'Win free laser eye surgery' was misleading because participants had to book and pay for surgery before being entered in the draw.

Optical Express said the ads merely stated free treatment could be obtained as a result of winning the competition and that consumers could view full details of the competition by clicking through to its website. It argued that consumers would not be misled as the main text said: 'Every month, one lucky patient wins back the cost of their life changing eye surgery at Optical Express! Just fill out the enquiry form on the right-hand side of the screen and tick the "Win free treatment!" box. Providing you book your surgery before the end of the month you will be entered into our exclusive competition to win free treatment.'