VE ad complaints are not upheld

Two complaints against a TV commercial for Vision Express which claimed 'we have over 100 different ways to test your eyes to make sure they're at their healthiest' were not upheld by the Advertising Standards Authority (ASA).

The two complainants, one of whom was an optometrist, thought the ad was misleading because there were not over 100 ways to test eyes.

VE had substantiated to Clearcast, which made the commercial, a list of around 110 different things to choose from when tailoring a patient's eye exam. Most of the entries were individual elements of physical exams, for example in relation to the external eye - checking lid health, lashes, cornea, sclera and conjunctiva were each counted as one individual entry. Other entries were questions about the patient's history such as their family history, general health, medications etc.