Europe

French Optician Asks Customers to Read the Small Print of Rival Deals in Eye Test Stunt

Droit de Regard and BETC Paris had customers study the terms and conditions of their competitors

To show its own competitive pricing, French optician Droit de Regard put its competitors under examination. — To show its own competitive pricing, French optician Droit de Regard put its competitors under examination.Droit de Regard / BETC Paris

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Sometimes, when you look at the small print, a deal can turn out to be too good to be true. It’s also the case that many of us don’t study the small print before realizing the error of our ways at the checkout line.

French optician Droit de Regard, with the help of BETC Paris, has found a novel way to show off its superior pricing and throw shade at its rivals—by having its customers study the small print of competitor ads to highlight why their cheap offers are not always as good as they seem.

Eyewear ecommerce retailers are trying to find new ways to meet consumer demand.

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‘Free specs’ that aren’t free

According to BETC Paris, French opticians need to offer basic free glasses to customers by law, with the cost covered by social security.

Sara Spary

Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.

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