Specsavers censured for 2-for-1 'omission'

Two members of the public independently complained to the publicity watchdog after they were told that a charge applied for their 'free second pair' of spectacles.
They objected that a leaflet promoting Specsavers' 'Improved Formula 2 for 1' failed to make clear all the restrictions that applied to the offer and that a poster advertising the same deal did not make clear that there were limitations.
The front of the leaflet carried small print stating: 'See overleaf for details.' The reverse said, 'Our improved 2 for 1 offer gives you outstanding value for money, whatever your eyewear.' It went on to explain that the offer applied to single vision, bifocal and varifocal lenses from the multiple's '£75 range or above'.
An asterisk was linked to small print that said: 'Exclusions applyÉAdditional charge for Osiris, Ultralight and other designer ranges as second pair.'
Specsavers asserted that lenses normally come uncoated and that charging patients extra if they chose to improve the quality of their lenses was standard practice. It believed the leaflet made clear that only the basic lens was free.
The ASA disagreed, however. Although it noted that 'Exclusions apply', it was concerned that the small print did not refer to the lens options for which an extra charge would be levied.
It also felt that patients might not understand that Specsavers' 'Ultra' lenses were basic lenses only and concluded that the leaflet was misleading by omission. The poster promoting the same offer was judged misleading because it did not make clear that restrictions applied.
Read the full adjudication at www.asa.org.uk
rob.mossrbi.co.uk