Advertisements
Advertisements for the sale of spectacles, contact lenses and eye examinations are regulated in the first instance by the law, and then by guidelines issued by different regulatory bodies. The Advertising Standards Authority (ASA) is an independent body which enforces codes of practice in respect of broadcast and non-broadcast advertisements. The ASA also deals with complaints about advertisements on the internet, but it distinguishes between “advertisements” and “editorial”, the latter being the information put on websites to promote businesses or services which are not deemed to be advertisements.
Non-Broadcast advertisements, including sales promotions and direct marketing communications, are covered by the Committee of Advertising Practice (CAP) code. Under this code advertisements must be “legal, decent, honest and truthful”. The CAP code is available on the ASA website.
Non-Broadcast advertisements, including sales promotions and direct marketing communications, are covered by the Committee of Advertising Practice (CAP) code. Under this code advertisements must be “legal, decent, honest and truthful”. The CAP code is available on the ASA website.
Non-Broadcast advertisements, including sales promotions and direct marketing communications, are covered by the Committee of Advertising P
ractice (CAP) code. Under this code advertisements must be “legal, decent, honest and truthful”. The CAP code is available on the ASA website.
Anyone may complain to the ASA about an advertisement and the ASA will then consider the complaint in the light of the governing code of practice.
The General Optical Council formerly issued rules governing publicity, i.e. advertisements, but it has withdrawn them in favour of having them judged by the guidelines issued by the regulatory bodies. However, the GOC may consider complaints against GOC registrants which relate to advertisements where they bring the profession into disrepute.
Website: Advertising Standards Authority www.asa.org.uk
[January 2007.]
