Price comparison claim broke advertising rules

The Advertising Standards Authority has ruled that Newcastle-based On:Spec Optical's regional press advertisement broke its rules, following a complaint by Vision Express.

The ad stated 'Undercover researchers prove once and for all glasses are 76 per cent cheaper at On:Spec'. Vision Express challenged the claim, stating it was misleading as it understood the research referred to did not collect sufficient data on which to base an absolute price comparison and it also failed to provide information that allowed consumers to verify the claim.

The company provided price comparison information which included Dollond & Aitchison, Specsavers and Vision Express from stores in the north, but admitted that all the savings claims should have been preceded by 'up to'. On:Spec added that 'all lens types and branded products at On:Spec were sold at below the prices charged by Vision Express, but that not all On:Spec prices would be 76 per cent less'.