Multiple’s ad cleared by ASA

Optical Express has avoided Advertising Standards Authority (ASA) sanction after the regulator received complaints about an advert that appeared to victimise people who wore glasses.

The advert featured before-and-after testimonials from patients who had used the multiple’s laser eye surgery services, with customers saying that wearing glasses made them feel: ‘Frustrated. Unattractive. Tired. Old. Restricted.’ In contrast, laser eye surgery testimonials claimed life after laser surgery was: ‘Free of irritation. Sophisticated. Hassle free. Amazing. Relieved. Confident.’

The watchdog received eight complaints but ruled that the testimonials would have been understood by viewers to be the personal opinions of the customers featured.