Marketing of “free” eye exams
November 28, 2013
Registrants must ensure that their marketing and advertising in all mediums complies with Part 11 of the College Bylaws. Part 11 prohibits, amongst other things, false, inaccurate and misleading advertising. The Inquiry Committee of the College has determined in past complaint disposition decisions that registrants offering “free eye examinations” or “no fee eye examinations” (or words to that effect) for children and seniors are engaged in false advertising, because the examinations are not free, but rather are a benefit covered under the Medical Services Plan. As registrants collect fees for these examinations, the Inquiry Committee held in those decisions, that it was improper to advertise examinations for children and seniors as free or with no fee.