Ad watchdog turns a blind eye to Vision Express ad

by Hadassah Nymark, campaignlive.co.uk 24-Jun-09, 06:00

LONDON - A TV ad for Vision Express featuring giant eyeballs atop gym members and their personal trainers has dodged a ban by the Advertising Standards Authority.

The ad, by Miles Calcraft Briginshaw Duffy, shows the instructors putting their charges through their paces as a voiceover states: "At Vision Express… we have over 100 different ways to test your eyes to make sure they’re at their healthiest."

Two viewers, including an optometrist, did not believe there were more than 100 ways to test eyes, and therefore complained that the ad was misleading.

Vision Express said it had more than 100 tests for its optometrists to choose from, which included asking questions, making observations and recording measurements.

The ASA noted the range of tests available. No further action was deemed necessary.