Optometrists must take care to comply with regulations around their advertising, and ensure any claims made about products and services are fair and can be substantiated.

The law makes it clear, in the 2008 Consumer Protection from Unfair Trading Regulations, that all marketing and advertising must offer an accurate description of the product or service, and be legal, decent, truthful, honest and socially responsible. Those in breach can be fined or face up to two years in prison.