Two firms have agreed to settle charges that
they misstated the benefits of laser eye surgery
in their direct response ads.
The Laser Vision Institute LLC and LCA Vision
Inc. were both cited for misleading consumers
about the benefits of laser eye surgery. FTC
stated that both companies stated in their
direct response ads and on Web sites. Howard
Beatles, director of the FTC's Bureau of
Consumer Protection, said in a recent press
conference that both Laser Vision Institute and
LCA Vision were promoting that Lasik surgery
enables patients to "throw away their glasses
and contacts forever.” Beatles also said that,
"neither had evidence to support its claims."
The FTC complaint against LCA-Vision Inc.,
Cincinnati,
alleges that the firm advertised its claims in
broadcast and print ads, direct mail, outdoor
display media, public seminars. According Beales,
the proposed orders bar the firms from making
such claims in the future unless they can be
substantiated. However, there are no monetary
penalties. The direct mail piece stated, "Fed up
with the ongoing expense and hassle of contacts?
LasikPlus lets you throwaway your lenses for
life!"
The case against The Laser Vision Institute,
Lake Worth,
FL,
charges that the company made similar claims in
ads and on the Web. The print ads stated, "Free
yourself from the dependence of glasses and
contacts!", according to the FTC. That complaint
also names the firm's principals -- Marco Musa,
Max Musa and Marc'Andrea Musa. Direct Newsline
was unable to reach the two companies at
deadline.
Beales commented that advertisers are required
to back up claims about their products. "When
the claims involve health, this principle is
even more important," he said. He added that
Lasik surgery is now the most common form of
elective surgery. Roughly 4.5 million Americans
have undergone it since 1996, and another
million are expected to do so this year. Lasik
surgery is designed to improve the focusing
power of the eye by changing the shape of the
cornea, according to the FTC.
Reported by Ray Schultz for Direct Newsline.
