Be honest, be truthful

8 May 2019
Spring 2019
Public health

How should you market your business while avoiding outlandish claims and falling foul of the Advertising Standards Authority? Juliette Astrup reports.

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.

Sign in to continue

Forgotten password?
Register

Not already a member of the College?

Start enjoying the benefits of College membership today. Take a look at what the College can offer you and view our membership categories and rates.

benefits of membership

Related further reading

Your chance to shape the College’s updated Guidance for Professional Practice

The College of Optometrists' public consultation on the next edition of its Guidance for Professional Practice is open for feedback until Monday 3 August 2026.

Consultations Public health

Wales update: Championing optometry

Read our round-up of the College's latest policy, influencing and member engagement activities in Wales.

Policy Public health Wales

College submits written evidence to Parliament's Public Bill Committee on the Health Bill

The main purpose of the bill is to abolish NHS England and centralise its services, creating single patient records where patient health information is available in one place.

Consultations Models of care Policy Public health Workforce England