Specsavers Opticiens loses Dutch lawsuits

The company, the third largest player in the market, stopped the campaign and publicly retracted its claims that it sold the cheapest varifocal lenses, which it had been running since September 10.
Specsavers said its advertisements were based on market research carried out by independent mystery shoppers across the multiples and a selection of independents.
International marketing director Monty McMonagle said: 'Our campaign was in line with the EC directive on comparative advertising. However this is very new to the Netherlands and it appears that the Dutch judges have interpreted the directive in a very restrictive way.'
Specsavers says it is now running a 'very successful' campaign which encourages patients to shop around and compare.
European optical giant Pearle Vision won its lawsuit in an Amsterdam court on October 2. The following week Pearle recorded another victory, for the same reason, and a third ruling was handed down the week after that, De Telegraaf (October 13) reported.
Rival multiple Hans Anders, the country's largest chain, then won a case it brought against Specsavers on October 16. A company spokeswoman told optician: 'The only thing we can say is that we're happy that we've won this case. Now it's time to move on and do what is important to us, communicate the right information with our customers.'