Ah, LASIK eye surgery—the magic wand that promises to end your days of glasses and contact lenses. With over 10 million procedures performed worldwide since its introduction in the 1990s, LASIK has become one of the most popular elective surgeries, making it a prime target for widespread advertising. If you’ve ever squinted at a screen or fumbled for your frames first thing in the morning, those ads for “$250 LASIK per eye” might have felt like a dream come true. These types of advertisements are incredibly common, making it easy for many people to get drawn in by the seemingly affordable promise. You think: “Finally, my vision, and maybe even my life, can be perfect for the cost of a fancy dinner.” But here’s the plot twist, folks: not everything is as it seems. In fact, this story’s ending includes $1.25 million in penalties and a refund check in the mail—if you’re lucky.
The Federal Trade Commission (FTC) has been keeping an eye (pun fully intended) on Ohio-based LCA Vision, better known as LasikPlus, and their promotional partner-in-crime, Joffe MediCenter. These companies were so kind as to advertise corrective eye surgery for under $300—but only if you were the “Chosen One.” Just 6.5% of people who booked their consultations ever qualified for the highly coveted promotional rate for both eyes, largely due to strict eligibility criteria such as having minimal refractive errors and near-perfect eye health. Want to guess how many actually received the surgery at that price? A whopping 1.3%. Yup, those odds make finding a golden ticket to Willy Wonka’s chocolate factory look downright achievable.
Let’s dig into the nitty-gritty of what went wrong and why LasikPlus ended up with a hefty bill instead of ecstatic customers.
A Bait-and-Switch So Bright, You Might Go Blind
The bait-and-switch advertising scheme used by LasikPlus was shockingly deceptive, drawing comparisons to some of the most notorious advertising tactics around, such as false discounts in retail or the infamous ‘free vacation’ scams that lead to endless upsells. According to the FTC’s administrative complaint, LCA Vision ran ads on TV, radio, print, shopping flyers, and—of course—online. These ads boldly shouted prices as low as $250 for LASIK, and for a while, Joffe MediCenter even sweetened the deal with $295 LASIK. But here’s the catch: the devil, as always, was in the fine print.
Apparently, the $250 price tag only applied to those whose eyesight was already pretty much fine—you know, individuals with minimal vision issues that barely required correction, such as those with minor refractive errors. In other words, the folks who probably didn’t even need LASIK in the first place. And even if you did qualify, that low, low price was only for one eye. You still had to fork over more than a thousand dollars for the other one—unless, of course, you’re okay seeing the world in unintentional monocular vision.
The FTC didn’t mince words, pointing out that most consumers were quoted somewhere between $1,800 and $2,295 per eye once they’d gone through the trouble of in-person consultations and full-dilation eye exams. Imagine spending hours with bright lights beaming into your eyes. Then, people waving various lenses in front of your face. Then, after all that, you find out that no, you do not get the golden deal—you get the platinum-priced reality.
Where’s the Fine Print?
LasikPlus wasn’t just misleading—they were actively avoiding transparency by not providing complete price details or specific eligibility requirements. Their websites sometimes failed to disclose eligibility restrictions altogether, or buried them at the bottom in tiny text, which the average consumer wouldn’t have a chance in heck of seeing. And their call center? Not much help either. Customers reportedly called in, seeking answers, only to be stonewalled by company representatives who sidestepped any pesky questions about the actual eligibility criteria.
It’s almost as if they thought that if they ignored the questions, the inconvenient truth would just disappear—kind of like those visions of dollar bills flying out of your wallet.
The Fallout: When Bait Costs $1.25 Million
In response, the FTC brought down the hammer. They ordered LasikPlus to fork over $1.25 million, which was set aside to compensate all the consumers who fell victim to their not-so-generous offers. Fast forward to October 2024, and we see the FTC diligently issuing checks and PayPal payments totaling more than $1.1 million to deceived consumers. Each one of those 12,077 checks comes with the satisfaction that somewhere, a deceptive marketer is biting their nails—at least, that’s how we like to imagine it.
The FTC didn’t stop at just the fine. They also barred LasikPlus from ever pulling this kind of stunt again. The next time they roll out an offer, it better be clear whether the price is “per eye,” whether that price even applies to the majority of customers, and what hoops you’ll have to jump through to nab that deal.
If they forget, the FTC has made sure to include a civil penalty clause that might cost them $50,120 for each slip-up. Let’s just say that’s a hefty fee to pay for bad advertising copy.
Why Do Companies Love Bait-and-Switch?
Bait-and-switch isn’t a new trick—it’s practically Advertising 101 for companies looking to boost their customer base fast. For example, in the 1960s, car dealerships would advertise unbelievably low prices for vehicles, only for customers to find out that the advertised car was either unavailable or had hidden costs attached. These tactics are designed to lure customers in, only to upsell them once they’re invested. It preys on that psychological sweet spot we all have, the one where we start imagining what our life would be like with LASIK-level perfect vision. We justify the cost and inconvenience because we’re buying into a vision—pun intended—of a better life.
But when those dreamlike $250 LASIK ads vanish into the reality of a $4,000 bill, it leaves a bad taste—like when you think you’re getting chocolate ice cream but it turns out to be raisin-flavored. No thanks.
How to See Through the Fog of Deceptive Advertising
Here’s a handy-dandy guide on spotting bait-and-switch advertising before you get caught up in it:
- If it sounds too good to be true, it is – We all know this line, yet we still find ourselves hoping. Next time you see an outrageously low price for a premium product or service, take a moment. Ask yourself: What’s the catch?
- Read the fine print – Yes, it’s small and annoying, but it’s the graveyard where dreams of $250 LASIK go to die. If you can’t find any eligibility requirements, consider that a red flag waving right in front of your dilated pupils.
- Call and ask questions—then ask some more – Find out upfront what the advertised price covers, and what it doesn’t. If the representative gives vague answers or dodges your questions, hang up. You’ve got better ways to spend your time.
FAQs
What Is Bait-and-Switch Advertising?
Bait-and-switch advertising is a deceptive marketing tactic where a company lures consumers in with an attractive, often ridiculously low-priced offer, only to make that offer unavailable once the consumer attempts to take advantage of it. Instead, the consumer is “switched” to a more expensive option—and sometimes without being fully aware of it.
Why Did the FTC Fine LasikPlus?
The FTC fined LasikPlus because they advertised LASIK surgery for as low as $250 per eye while failing to properly disclose that very few people actually qualified for that price. Most customers were quoted prices between $1,800 and $2,295 per eye. This practice misled consumers into believing they could receive surgery at a much lower rate than what was actually available.
How Can I Get My Refund if I Was Deceived by LasikPlus?
If you were one of the consumers deceived by LasikPlus, you may have already received a check or PayPal payment as part of the FTC settlement. If you have questions about your payment, you can contact the refund administrator, JND Legal Administration, at 877-871-0504, or visit the FTC’s official website for more details.
Is There Still a Promotional Price Available for LASIK?
While LasikPlus and others can still advertise promotional prices, they must be crystal clear about the terms. This means they have to tell you if the price is per-eye, if it’s only for specific customers, and what the realistic cost will be for most patients.
Moral of the Story: Blink, and You’ll Miss the Fine Print
The good news is that deceptive marketing doesn’t always win. Thanks to the FTC, LasikPlus is no longer able to use misleading advertising to lure in unsuspecting patients. But that doesn’t mean the coast is clear. Companies will keep finding creative ways to convince you to part with your money—that’s simply how aggressive marketing operates in a competitive marketplace.
Next time you see a too-good-to-be-true offer, take a deep breath and give it some scrutiny. It might just save you a lot of trouble, and perhaps a big chunk of change too. Whether it’s for LASIK, a car, or even a ‘free vacation,’ it’s important to pause and ask the tough questions before you dive in.
Stay Informed and Stay Ahead
Consumer rights are an ever-evolving field, and staying informed is your best defense against predatory marketing tactics. Here at Guardians of Cyber, we’re committed to helping you navigate the pitfalls and stay ahead of shady business practices. If you found this article helpful, consider subscribing to our newsletter for more tips, news, and insights into the world of consumer protection.
Got a story of your own? We’d love to hear from you. Share your experience in the comments below—your insight could help others avoid the same traps.
