The Federal Trade Commission (FTC) announced it is sending over 12,000 refund payments totaling $1.1 million to consumers who were deceived by “bait-and-switch” advertising from LCA-Vision Inc. (LCA).
Most notably: LCA conducts operations under one of the largest laser-assisted in situ keratomileusis (LASIK) providers in the United States: LASIKPlus Vision Centers and Joffee MediCenter (LASIKPlus).
Let’s get a refresh on these players.
Cincinnati, Ohio-headquartered LCA is a provider of photorefractive keratectomy (PRK) under the LASIKPlus brand name.
- Via 100% bladeless technology and multiple laser platforms, the company’s procedures extend to custom LASIK, PRK, and monovision treatment.
Previously known as Laser Centers of America, LASIKPlus—founded in 1985—has evolved into a multi-location eye center (54 locations, to be specific) offering surgery, consultations, and recovery care in partnership with surgeons, optometrists, and technicians.
- Fact: The first U.S.-based laser correction procedure was performed in a LASIKPlus center.
Now explain how we got to this point.
We’ll start in January 2023: The FTC filed an official complaint against and issued an order to LASIKPlus to pay a settlement for using “deceptive bait-and-switch advertising to trick consumers into believing they could have their vision corrected for less than $300.”
About that advertising: Between 2015 and 2020, a promo offering vision correction procedures for as low as $250 was run by the LCA’s LASIKPlus centers on television and radio, in print and shopping flyers, as well as digitally.
- On top of that: Similar promos that offered a price as low as $295 were run in the company’s Joffe MediCenters (to note, these centers are now permanently closed).
So where did the deception come in?
Consumers with vision that was “less than near-normal vision” were reported to have been quoted anywhere from $1,800 to $2,295 per eye—a far cry from the $330 that was advertised.
Further: A few of those promos “also neglected to tell consumers up-front that the promotional price was per-eye only.”
How many actually received the promo rates?
Only 6.5% qualified among consumers who sought consultation with the promo price for both eyes, the agency noted.
Even worse: Just 1.3% of those consumers ended up receiving LASIK at the advertised rate.
- See the three other consumer-impacted areas with which the FTC took issue.
And as a result of that order?
LCA agreed to a settlement, where it would pay $1.25 million as well as be blocked from its “deceptive conduct alleged in the complaint” and required to make any future LASIK advertising of discounts include “clear and conspicuous” disclosures.
Now this refund.
Back in February 2022: The FTC began sending claim forms to 159,711 consumers who may be eligible for payment from that original $1.25 million payment.
Fast forward to October 2024: “The FTC is compensating consumers for their wasted time,” the agency wrote.
- The details: A total of 12,077 consumers who filed a valid claim will receive compensation via either check or PayPal payments.
- The stipulation: Checks must be cashed within 90 days, and PayPal payments must be redeemed within 30 days
Is there a specific amount per payment?
While no exact monetary value was provided, the FTC previously stated that it would depend on a few factors, including how many consumers end up filing a claim.
- However: If we did some math here … $1.1 million into 12,077 customers would equate to just under $100 per person.
*Disclaimer: The information provided in this article does not and is not intended to constitute legal advice; instead, all information, content, materials available herein are for general information purposes only.