Optical Express laser surgery ad escapes ban for 'victimising' people who wear glasses
UK eye care brand Optical Express has escaped a ban from the Advertising Standards Authority (ASA) after complaints that the company’s TV ads were victimising people who wear glasses.
The commercial in question featured before-and-after testimonials from customers who had used Optical Express’ laser eye surgery services, it showed the customers saying that wearing glasses made them feel: “Frustrated. Unattractive. Tired. Old. Restricted. Fuzzy. Fed up."
In contrast, the testimonials asserted that life after laser eye surgery was: “Free of irritation. Sophisticated. Hassle free. Amazing. Relieved. Confident. Free and Fabulous.”
The watchdog received eight complaints alleging that the testimonials implied that wearing glasses was an "ugly or unattractive" trait while some suggested that the spot, broadcast in October 2017, could damage the self-esteem of children who wore glasses.
Despite the complaints, the ASA cleared the ad after ruling that the testimonials would be understood by viewers to be the personal opinions of the customers featured, rather than factual statements made by the company – and that since the customers included in the ad were all adults, it was unlikely to appeal to, or damage the confidence of, children who happened to see it.
The watchdog suggested that on-screen text informing viewers that Optical Express offered spectacles and contact lenses alongside their laser eye surgery offering offset any negative implications that could be taken from the ad’s voiceover.
For its part, Optical Express stressed that “the ad did not assert or imply anything about the attractiveness or otherwise of spectacles,” and that the testimonials presented in the spot simply presented the truism that “some people did not find spectacles attractive.”
The firm noted that negative opinions about the necessity of wearing glasses were frequently expressed to staff, and if such opinions were not widespread then there would be little demand for laser eye surgery.