It is unlawful for any person to disseminate, directly or indirectly, or cause to be disseminated any untruthful, deceptive advertisement or representation concerning eye examinations, ophthalmic goods, ophthalmic services, or the practice of optometry. In addition, it is unlawful for a person, partnership, or corporation to disseminate, directly or indirectly, or cause to be disseminated any untruthful, impossible, improbable, misleading, or deceptive advertisement or representation concerning the terms, guarantee, or warranty which relates to the procurement of ophthalmic goods or services.

1. (1) If the offered price is represented as being a reduced price, sale price, or discounted price, the offer must disclose whether the reduced price, sale price, or discounted price is from the offeror's regular selling price, or must disclose any other price and its source which serves as the standard from which the offeror represents the offered price as being a reduced price, sale price, or discounted price.

2. (2) The date the offer terminates.

   1. (a) whether an advertised price for eyeglasses includes single vision or multi-focal lenses;
   2. (b) whether an advertised price for contact lenses refers to hard or soft contact lenses;
   3. (c) whether an advertised price for ophthalmic materials includes all dispensing fees;
   4. (d) whether an advertised price for ophthalmic materials includes an eye examination;

   5. (e) whether an advertised price for eyeglasses includes both frame and lenses.

      Nothing in this chapter prevents a person from using third-party solicitation which does not involve uninvited, in-person solicitation of persons who, because of their particular circumstances, may be vulnerable to undue influences.

      Nothing in this chapter prevents a person from making truthful, nondeceptive claims of qualifications and professional affiliations.

   It is unlawful for a person to disseminate price information concerning ophthalmic goods and services without including:

It is unlawful for a person to offer or give eye examinations, eyeglasses, spectacles, lenses, or any part used in connection with them, as a premium or bonus with merchandise or in any other manner to induce trade. The provisions of this section do not prohibit giving ophthalmic products incidental to the use of the product being offered nor the offering of a reduced price, sale, or discount on purchases if the following disclosures are made with the offer: