Laser claims challenged

A direct mailing for Optimax Laser Eye Clinics, whose claims were challenged by Optical Express, has been ruled against by the Advertising Standards Authority.

The mailing stated: 'You could benefit from the most advanced IntraLase Wavefront Lasik procedure. It's the safest and most effective pain-free procedure offering the best possible results since Laser Eye Surgery began 21 years ago.' Further sponsored links stated 'Top results as at leading clinicsbest surgery available', 'Best resultsnewest surgery possible' and 'Latest surgery'.

Optical Express challenged whether the claims were misleading and could be substantiated. Optimax responded by telephone to the investigation but did not supply documentary substantiation for the claims, said the ASA. The laser company claimed the ads were not intended to make comparisons with other providers but rather to advances in Optimax's own treatments.'