The Price Was Apparently Wearing A Disguise
The Federal Trade Commission, joined by the attorneys general of Utah and Nevada, sued Lens.com over what it calls a long-running deceptive pricing scheme. The complaint alleges that the retailer’s search ads and website showed prices that did not accurately reflect what consumers would have to pay.
The agency says the advertised figures omitted mandatory costs or presented them in a way that made the total price difficult to understand. Lens.com has not been found liable; the allegations will be tested in court.
A Contact Lens Should Not Need A Magnifying Glass
Shopping for corrective lenses is already a transaction in which the product is literally designed to sit on your eye. Asking customers to inspect the pricing like a forensic accountant is an unnecessary sequel.
The FTC says the case seeks to stop the allegedly deceptive conduct and obtain relief for consumers. In practical terms, the agency wants the number in the ad to resemble the number at checkout, a radical proposal known as arithmetic.
The Bottom Line
Check the total cost, shipping, membership terms and any recurring fees before paying. If a bargain becomes more expensive as you read it, the problem may not be your eyesight.
Source
Federal Trade Commission: FTC and states sue Lens.com