Comparative advertising: Specsavers v Luxottica advertising case causes quite a spectacle

There's a fine line between acceptable advertising BS, or puffery, and misleading or deceptive conduct. Often you only find out that you've crossed the line when the ACCC rings or the court proceedings are served.

Specsavers recently challenged ads from their competitors, Luxottica (OPSM). These guys must hate each other if you judge by the number of times they've been in court.

The ads in question were for 'Accufit', OPSM's system for helping customers choose prescription glasses. Of most interest were claims that Accufit gave 'better' results (Better Claims), and claims that "once upon a time, fitting your prescription lenses involved a ruler, a felt pen and a steady hand" (Ruler Claims). Here's an example.