Vision Direct’s contact lens giveaway ‘out of line with UK law’

A promotion by Vision Direct to give away 4,000 packs of daily disposable contact lenses to key workers has been called ‘irresponsible,’ ‘dangerous’ and ‘a marketing ploy’ by the Association of Optometrists (AOP).

The optical body said the online retailer’s campaign was ‘out of line with UK law’ that is designed to protects patients and that frontline workers might not realise they are putting their eye health at risk.

Vision Direct said that contact lenses are less obstructive than other forms of vision correction and will make the use of personal protective equipment more comfortable.

Henry Leonard, optometrist and head of clinical and regulatory at the AOP, said: ‘We all want to support NHS workers during the coronavirus pandemic, but supplying contact lenses to key workers who may never have worn them before, without ensuring the lenses fit properly and provide clear vision, or even checking whether they can insert and remove their lenses safely, is extremely irresponsible.’