Specsavers ordered not to repeat ads

Two Specsavers national press ads comparing contact lens prices with Boots must not appear again in their current form, the ASA has ruled.

The first ad from May 2011 was headlined 'Save up to £193 on Boots contact lenses, switch to Specsavers', while the second, from October, stated 'How can Boots customers save up to £122 a year on Acuvue contact lenses? Switch to Specsavers'.

Boots said that the claims were misleading as the prices for its CLs were incorrect. The first ad did not state where the comparison was conducted. Boots also believed this ad implied prices for Purevision and Purevision Toric related to premium brand products sold by Specsavers, but understood consumers would receive own-brand product.