WASHINGTON, D.C. — The Federal Trade Commission (FTC) has recently begun contacting consumers who may have been misled by deceptive advertising practices of Ohio-based LCA-Vision, operating under the business names LasikPlus and Joffe MediCenter. As the nation’s largest LASIK surgery chain, this company’s misleading marketing tactics have come under scrutiny.
The FTC has sent notices to 159,711 consumers who may be eligible for a payment. These consumers are individuals who visited a LasikPlus or Joffe MediCenter facility for a LASIK consultation but declined surgery after discovering the true cost. Most eligible consumers will receive an email notification, while approximately 4,600 people without an email address on file will receive a mailed notice. Consumers can file their claim online via the FTC’s dedicated portal. The deadline for filing a claim is May 20, 2024, and payment amounts will depend on multiple factors, including the number of claims filed.
The FTC’s complaint against LasikPlus, dating back to January 2023, alleges that the company employed deceptive bait-and-switch advertising techniques. Consumers were led to believe they could correct their vision for less than $300. However, only 6.5 percent of consumers drawn in for consultations qualified for the advertised promotional price for both eyes. Eligibility for the promotion required consumers to already possess near-normal vision. For all others, the company typically quoted a price ranging from $1,800 to $2,295 per eye. Some advertisements failed to disclose upfront that the advertised price was per eye.
As part of the settlement, LCA paid $1,250,000, which the FTC is using to compensate consumers negatively impacted by the company’s actions. Consumers with questions or needing assistance in filing a claim can reach out via phone or email for support. It’s important to note that the FTC never requires individuals to pay money or provide account information to receive a refund.
This action by the FTC is part of a broader effort to protect consumers from deceptive advertising practices. In 2023, FTC actions resulted in $324 million in refunds to consumers across the country.
The deceptive advertising tactics used by LasikPlus highlight the importance of consumer vigilance and the critical role of regulatory bodies like the FTC. Misleading advertising not only harms consumers financially but also undermines trust in businesses and the marketplace. This case serves as a stark reminder for consumers to approach promotional offers with caution, and for businesses to uphold ethical advertising standards.
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