Online eyewear retailer Select Specs, which claims to have the largest selection of prescription glasses on the market starting at £6 a pair, has been blindsided by rival Specsavers over misleading price claims.
The issue was sparked by a TV and YouTube ad, which claimed that customers could get “10 pairs of prescription glasses […] for the price of 1 pair from the high street”.
The claim sparked a three-pronged complaint to the Advertising Standards Authority from Specsavers, which also argued that the claims “Select Specs £6 specs” and “all from just £6 a pair” were misleading.
In its defence, Select Specs pointed the watchdog to its agency, Wagon Films, which insisted the focus of the ads was on Select Specs’ budget £6 prescription glasses range compared to general high street offerings, not a specific retailer.
Wagon Films stated its substantiated claims by comparing Select Specs’ £6 range to similar products from three major high street retailers, providing evidence that the high street equivalents cost over £60 per pair, and highlighted that its “10 for the price of one” claim allowed for different prescriptions on each pair, unlike most high street “2 for 1” offers.
However, the ASA was having none of it, noting that Specsavers offered multiple pairs for a comparable price to Select Specs’ ten pairs. Furthermore, the authority ruled the claim was unverifiable, as the ads lacked sufficient information for consumers to independently check the accuracy of the price comparison against identifiable competitors.
The investigation also focused on the pricing structure presented to the public. The ads stated glasses were “all from just £6 a pair,” but failed to prominently disclose crucial conditions, including a minimum order requirement of £12 and a non-optional delivery fee for orders under £49.
The ASA ruled that the on-screen text used to convey this information was not prominent enough to counter the overall impression of the ad.
Banning the ads from appearing again, the watchdog went on to warn Select Specs over future activity.
Related stories
‘Book me’: Paddy McGuinness returns for On the Beach
We are not amused: ASA pours booze ads down the drain
Gemma Collins battered in crack down on ‘fat jab’ ads
ASA ruling exposes how easily kids can view explicit ads
ASA sends Listerine donkey TV ad to the knacker’s yard
Twix car caper axed after dangerous driving complaints
Be the first to comment on "Specsavers pokes rival in the eye as ASA bans TV spot"