The Consumer Protection and Fair Trade Authority announced today (Sunday) its intention to impose a fine of 174,190 shekels on the company 'Optica Halperin' for misleading consumers regarding the identity of the service provider.
According to a report in Israel Hayom, the investigation revealed that the company employs workers as optometrists, and this is how they present themselves to consumers, while they are not authorized to practice optometry.
In one of the cases investigated, it was found that a consumer purchased three pairs of eyeglasses worth approximately 12,000 shekels, based on an examination by a representative who presented himself as an optometrist.
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After some time, the consumer discovered that the glasses did not fit her, so she was asked to have another examination, and was again examined by a representative who introduced himself as an optometrist, and later ordered new glasses again. But in this case too, the glasses did not fit her condition, so she was called in for a third examination and new glasses were again ordered.
It was found that two out of the three examinations performed on the consumer were performed by those who presented themselves as optometrists, even though they did not have a license to practice optometry, and performed vision examinations on the consumer by virtue of this role.
In addition, it was found that the company did not specify in its publications the minimum number of pairs of glasses offered in a special sale (offer), as required by law.
This is a violation under aggravated circumstances, as the company published the ads extensively in several newspapers.
In the past, the company was imposed a financial sanction by the Authority, but the company did not violate the law in the three years prior to the violation in this proceeding. In light of this, a reduction of 10% was made from the original amount in accordance with the Consumer Protection Regulations (the original amount was 193,545 shekels and was reduced to 174,190 shekels).
It should be emphasized that the company has a right of appeal under the provisions of the Consumer Protection Law to argue both against the intention to impose a financial sanction and regarding its amount, within 45 days from the date of delivery of the notice.
Anita Yitzhak, Deputy Commissioner of the Authority and Head of the Investigations and Intelligence Division, said: "Presenting a representation to consumers that an employee working as an optometrist is indeed an optometrist and has a permit to practice in this field, when this is not the case, is a misrepresentation of the identity of the service provider, which constitutes a deception in a material matter in the execution of the transaction.
""The damage in this specific case may harm the health of the consumer public. We consider this a serious violation and continue our fight to protect the consumer public and to pursue justice against the violators.".
