Joe Ayling: Is this the end of free eye tests?

There is an encouraging refusal to offer free eye tests by the boss of a large multiple chain in this week's issue.

Such a commitment will be welcomed by those who believe giving eye care away devalues the profession, in what is a long-fought dispute between independents and multiples. Even the celebration of National Eye Health Week was not spared some debate about freebie offers when it took place last month.

‘Free' is word liberally splattered across modern day advertising, often with an asterisk in tow, luring in bargain hunters with the promise of something spectacular. The most cynical among us automatically scan the small print terms and conditions to work out why three months broadband connection or a £20 bet on Brazil wearing yellow cannot possibly be free of charge.