We've been keeping an eye on Optical Express

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I've been wearing glasses since the age of five. And, having dabbled with contacts, I know how annoying they can be. So I can understand others being tempted by laser eye surgery. It's relatively safe, and, thanks to offers like this, seemingly more affordable. Or it would be, if you were actually able to have the surgery done for £395. According to Optical Express, over 60% of their customers do not qualify for that price, which means they could end up paying far more.

Watchdog spoke to Chris Bocscardy who told us: 'After the two hour consultation I was congratulated and they said I was eligible for the procedure which was a good feeling, but it didn't last long, they started explaining the prices to me. It started at £995 per eye going up to £1,700 per eye.'

We also met Amanda Ward and Mark Pamplin who had been to Optical Express for a free consultation too. Mark said: 'As her [Amanda's] eyes turned out to be "so bad" the cost had gone from £395 to I think it was approximately £1,600 per eye. The cost differential was so great that we couldn't afford it and we just felt like we'd wasted an afternoon'. Amanda added: 'I was so disappointed, really disappointed, so I'm still wearing my contact lenses and I'm still wearing my glasses, my thick glasses'.

Watchdog heard from other Optical Express customers who couldn't get the £395 deal. Why? Well, it's all to do with your sight prescriptions and how they are measured.

Professor David Gartry from the Royal College of Ophthalmologists explained: 'If you're short-sighted, your prescription is measured on a negative scale. The higher the negative number, the more visually impaired you are. So if your prescription is -1 you might just be starting to think about wearing glasses. If you're long-sighted, your prescription will be measured on a positive scale, again, the higher the number, the more visually impaired you are.

So, what does your prescription have to be to qualify for the Optical Express £395 offer? Its adverts don't tell you. So, we tried to find out - by sending four Watchdog researchers into TEN different clinics.

Unfortunately, the staff seemed confused. Five out of ten branches told us that in order to get the price your prescription WOULD be (or would need to be) 'less than one'. Another branch told us that if their prescription was less than -1.50 they would qualify for the £395 price. And different branch told us that if your prescription was up to -1.75 that you would qualify for the £395 price.

So that means there are three different explanations as to who is eligible for the offer; if the staff are confused, no wonder the customers are.

Optical Express has since written to us to explain the criteria. They say in order to qualify for the most basic treatment, at £395 per eye, people without other complications either need to have a short sighted prescription of -2 or less... or a longsighted prescription of +2 or less.

But have they told their staff as well? At one clinic, a Watchdog researcher, whose -2 prescription made him eligible for the £395 deal, was refused. The optometrist told our researcher: 'For the £395 deal, it's usually about -1 or less.' They then continued 'You're very lucky with your eyes, you're open to so many different things.' When the researcher confirmed with them 'Just not the £395?', the optometrist confirmed: 'Just not the £395'.

The ads do state that the prices start at £395 - and that the figure is "subject to prescription".

But when those who don't qualify are quoted hundreds of pounds extra, shouldn't Optical Express be more clear and upfront about their pricing structure?

The majority of our researchers were actually quoted a thousand pounds per eye or more. The more advanced the treatment, the higher the price. The price came as a shock - and so did the selling tactics.

When asked what they recommended, one optometrist told our Watchdog researcher: 'I'd say go with what you can afford and that's different for everyone."

Watchdog viewers have told us how staff attempted to sign them up for treatment on the spot. We experienced sales pressure too. Three out of ten clinics offered us time-limited discounts. One researcher explained: 'I can't sign up now, I have to talk it over with my other half, but there's a chance of getting something off tomorrow?'; the optometrist responded that they 'can't guarantee anything.' At another clinic our researcher asked when she needed to decide by and was told 'By the end of the week for the discount'.

Techniques like this might be common in the world of double glazing. But what about when you're selling a medical procedure?

Dr Mark Sheehan, an Ethics Fellow at the Oxford Biomedical Research Centre, explains: 'The concern from a medical ethics perspective about offering people time limited discounts is that it undermines the quality of the decision that they make. The reason we care about the quality of the decision is related to the value of the informed consent process, which takes as it's ultimate goal that people make the decisions that they want to make that best suit their own values and own interests. When we offer money, the time sensitive discount, what we do is take away or risk jeopardising the voluntariness, the freedom of decision.

So, pressure selling. Conflicting advice at the clinics. And a pricing structure that confuses customers, and even staff. Do Optical Express stand by their ads?

Optical Express have pointed out that in December 2007, the Advertising Standards Authority judged that the "from £395" offer was not misleading.

They say they make their pricing structure clear on their website and at consultations, and that last year, 35.3% of all treatments conducted were suitable for the £395 treatment on the basis of prescription.

Watchdog asked Optical Express about the different explanations given to our researchers at various clinics. Optical Express say that they make every effort to standardise their processes, but, with so many consultations a year, it's impossible to ensure exact duplication of information.

We also asked about the time-limited discounts and Optical Express state that they do make it more attractive for patients to choose a certain treatment or date where they may have spare capacity. As this helps the patient financially, and helps the company uses its resources more efficiently, it's what they call a "win-win situation". They disagree that these offers are inappropriate.

Optical Express Company Response to BBC Watchdog:

Optical Express totally refutes the allegations made in this programme. We are a world leading eye care provider committed to outstanding patient care. Last year we provided over one million clinical care appointments in the UK, including more than 124,000 laser consultations and 99% of our patients said they would recommend us to family or friends.

Our price advertising complies with the ASA Codes of Practice and our pricing structure is made clear on our website and at our consultations.

Optical Express has a Medical Advisory Board of world leaders in eye surgery who guide all aspects of our patient care model which exceeds Royal College standards. We deliver outstanding visual outcomes - 98% of our mild to moderate short sighted laser patients achieved 20:20 vision or better, a life changing experience and good value for money - that is why more people choose Optical Express than any other UK provider.

However, we can always do a better job, please call us on 0800 0232020 or email customercare@opticalexpress.com if we can help."